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Corporate Brand Integration in Mergers and Acquisitions – An Action Research-Based Approach

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Most of the academic research on brand management focuses on stable organizational conditions. In the last years, markets are characterized by disruptive changes as well as mergers and acquisitions (M&A) activities. In case of M&A, the question of choosing an appropriate brand strategy arises. The authors discuss alternative strategic options of brand strategies within a merger – explored through an action research-based case study of a Swiss retail brand merger. Within the exploratory action research-based case study described in this article, one of the researchers interacted closely with two firms involved in this merger. In this process, the authors identify several critical observations that have to be considered in the brand implementation process. Managerial implications for M&A decisions and directions for further research were derived.
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Document Type: Research Article

Affiliations: 1: Competence Centre for Brand Management, St. Gallen, Switzerland 2: WHU – Otto Beisheim School of Management, Henkel Center for Consumer Goods (HCCG), Vallendar, Germany

Publication date: 2012-01-01

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