Does this Acquisition Create Customer Value
Nothing illustrates the undervalued role of marketing than what happens during a merger or acquisition. Unless the new company can create more consumer value than the component parts, it is doomed to fail. Yet while chief executives may think this is what they are doing, the results often suggest they were deluding themselves. Mazur examines the motives and thinking behind this unfortunate but all too familiar process.
Laura Mazur
When companies embark on a merger or acquisition, they will almost certainly have carried out sophisticated due diligence on the financial framework of the companies...