tailieunhanh - Brand integration practices in mergers and acquisitions

This paper aims to capture and systematize practices which have been proven good skills, tactics, methods, and techniques at effectively and efficiently delivering particular outcomes behind the integration of brands in various mergers and acquisitions (M&As). | VNU Journal of Science, Economics and Business 25, No. 5E (2009) 15-28 Brand integration practices in mergers and acquisitions Dr. Vu Anh Dung*, Assoc. Prof. Dr. Phung Xuan Nha, MA. Pham Duc Thuan Faculty of International Economics,University of Economics and Business, Vietnam National University, Hanoi, 144 Xuan Thuy, Cau Giay, Hanoi, Vietnam Received 5 April 2009 Abstract. This paper aims to capture and systematize practices which have been proven good skills, tactics, methods, and techniques at effectively and efficiently delivering particular outcomes behind the integration of brands in various mergers and acquisitions (M&As). These practices can be shared and learned to improve the success of brand integration in future M&As. The paper adopts the case-study method by interviewing companies which have been involved in M&As. Twenty practices are identified and defined from ten M&A events within six case companies (those are multinational corporations). These practices are further classified into eight major clusters according to the dimensions of brand and brand management these practices are related to in M&As - brand strategic positioning, brand people, brand knowledge transfer, brand integration planning, brand integration implementation, brand disposal expertise, brand disposal negotiation, and brand due diligence. These clusters allow M&A and integration managers to accumulate their own brand integration practices from time to time systematically. These also help facilitate the adoption of learning approach by firms to their later M&As. 1. Research background * Appelbaum et al., 2000), research in this area has been rather limited (Shimizu et al., 2004). In a great number of M&As the role of brands is central to a firm‟s growth and value creation (Vu et al., 2009). Brands are not only major objectives in their own right in M&As but also the starting point for solving problems of overlapping resources in order to realize synergy (ibid). According to .

• Marketing - Bán hàng
• Brand integration practices
• Mergers and acquisitions
• Brand knowledge transfer
• Brand integration planning
• Brand integration implementation