Financial Value of Brands in Mergers and Acquisitions: Is Value in the Eye of the Beholder?
Firms frequently engage in merger and acquisition deals. In these transactions, brands account for significant but differential proportions of overall transaction value. Extant marketing literature on financial value of brands focuses on drivers of financial value only within a firm. However, in a m...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2006
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| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/4134 https://ink.library.smu.edu.sg/context/lkcsb_research/article/5132/viewcontent/Financial_Value_of_Brands_in_Mergers_and_Acquisition_Is_Value_in_the_Eye_of_the_Beholder_.pdf |
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| Institution: | Singapore Management University |
| Language: | English |