دانلود مقاله ISI انگلیسی شماره 40518
عنوان فارسی مقاله

ایجاد یا از بین بردن ارزش از طریق مالکیت و ادغام: دیدگاه بازاریابی

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
40518 2015 12 صفحه PDF سفارش دهید محاسبه نشده
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Creating or destroying value through mergers and acquisitions: A marketing perspective
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Industrial Marketing Management, Volume 46, April 2015, Pages 24–35

کلمات کلیدی
ترکیب و ادغام - عملکرد پس از ادغام - بازار یابی - همکاری - ارزش
پیش نمایش مقاله
پیش نمایش مقاله ایجاد یا از بین بردن ارزش از طریق مالکیت و ادغام: دیدگاه بازاریابی

چکیده انگلیسی

A majority of mergers and acquisitions are horizontal, combining companies within the same industry. They are most frequently motivated by a desire to achieve revenue and profit growth through market expansion or by adding new product lines, with cost efficiencies being a secondary agenda. However, the modest body of literature on post-merger performance using marketing metrics indicates that marketing objectives such as sales revenue and market share growth are rarely achieved. This paper reports on a detailed study of 45 M&A deals undertaken to develop a deeper understanding of how marketing performance is affected by mergers and acquisitions. Our results show that marketing performance improved along two dimensions — sales revenue growth, and a reduction in selling, marketing and administrative costs as a percentage of sales revenue, suggesting the realisation of synergies in these areas — economies of scale and scope. However, these benefits did not follow through into better returns on sales suggesting that the marketing cost economies are not sufficient to outweigh cost diseconomies in other parts of the business.

خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.