DETERMINANTS OF BRAND´S CHOICE STRATEGIES AFTER A MERGER/ACQUISITION .

Abstract

Nowadays, the process of M/A is a booming strategic alternative for business growth due to the market globalization, the technological development, the competitive intensity and the deregulation process. One of the main organizational and marketing issue that follows the M/A is the choice of the name that the new entity will use and what are the aspects that are involved in this decision. Having a better understanding of this process will help the companies to succeed after the M/A, and to achieve sustainable competitive advantages. This paper contributes to the literature by enriching the body of knowledge about the process of brand integration after a M/A. Results show that the type of transaction influences the implemented integration strategy.