Growth strategies: Ignore culture and brand fit at your peril

Terry Tyrrell argues that the mismatch of cultures and failure to examine brand fit lies at the root of the problem with many mergers and acquisitions.

Growth strategies: Ignore culture and brand fit at your peril

Terry TyrellThe Brand Union

MERGING OR ACQUIRING is a perfectly sensible strategy for growth and one that, on the face of it, would seem to promise faster and more secure earnings than an organic-growth strategy. But despite the successes, the overall record is surprisingly poor.

‘I'm into murders and executions,' says the character of Patrick Bateman in Brett Easton Ellis’ gruesome tale of 1980s Wall Street. A tongue-in-cheek twist on his daytime activities of mergers and acquisitions, the insightful remark from American Psychois somewhat on the...

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