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Article Mergers
It is a well documented phenomenon that newly merged companies underperform the market by around 10% in the three years following the merger. There’s an infrequent but important exception, though: Corporations that brand themselves with a “fusion” of the merging companies’ identities typically enjoy higher returns.
Article Mergers
This is the working paper that outlines the findings from our research into the impact that the selection of corporate brand strategy has on post merger returns.
Article Mergers
Our ambitious project to categorize the ten corporate brand options from which merging companies can select – and the messaging that customers, employees and investors will infer from each.
Article Mergers
Only about one in five merger transactions actually creates shareholder value. We argue that marketing’s focus on value creation is a vital ingredient to a process that is currently focused too heavily on the things that might cause the deal to fail, rather than the things that will make it succeed.
