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Nguyên HÀ

1. An Exploratory Research for Establishing a Brand Due Diligence Checklist in Mergers and AcquisitionsAn Exploratory Research for Establishing a Brand Due Diligence Checklist in Mergers and Acquisitions
Rezumat:Mergers and acquisitions (M&As) have become a common strategy for firms seeking rapid growth and thereby enhanced value. However, the majority of M&As actually result in a decrease in shareholder value. By exploring two preliminary case studies this paper highlights that brand plays a crucial role to the success of many M&As. Firms very often misunderstand the role of brand, under-estimate the importance of brand assessment in the pre-transaction stage (before integration), and consequently put their deals at a great risk and cost. In order to assess brand effectively and efficiently, firms need a comprehensive brand due diligence checklist. This paper reviews existing literature on M&A due diligence and brand due diligence in order to identify whether the established theory has already solved the issue identified within a set of exploratory case studies. By revealing the gap, the paper provides a brand due diligence checklist in M&As, both as a theoretical framework for researchers who try to conceptualize the subject before conducting their fieldwork and as a practical tool for the practitioners who are involved in their M&A decisions and assessment. In addition, the paper raises an urgent need for further future research on brand due diligence checklist in M&As.
Autor(i):Dũng Anh VŨ, Ovidiu I. MOISESCU, Nguyên HÀ
Publicat în:Revista Română de Marketing 2/2011 [Volume 6, Issue 2] (aprilie-iunie)
Cod citare:2802

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