Review of Mergers and Acquisitions Research in Marketing

Yu Yu, "Review of Mergers and Acquisitions Research in Marketing," Innovative Marketing, 9(1): pp. 27-36, 2013

10 Pages Posted: 10 Sep 2013

Date Written: March 15, 2013

Abstract

Mergers and acquisitions (M&A) as an important business phenomenon, is not very familiar to many marketing scholars, and marketing is not the first functional area to enter managers’ mind when they think of M&A deals. This paper provides a survey on M&A related research published in top marketing journals. Linkages are made on how this research relates to M&A research in other disciplines and eight crucial research questions are identified in this area for future research. This survey should help readers appreciate the views of marketing researchers in the M&A field and incorporate M&A topics in their own research.

Keywords: merger and acquisition, innovation, brands, marketing strategy

JEL Classification: G34, O31, L10

Suggested Citation

Yu, Yu, Review of Mergers and Acquisitions Research in Marketing (March 15, 2013). Yu Yu, "Review of Mergers and Acquisitions Research in Marketing," Innovative Marketing, 9(1): pp. 27-36, 2013, Available at SSRN: https://ssrn.com/abstract=2323548

Yu Yu (Contact Author)

AIG ( email )

175 Water Street
New York, NY 10038
United States
8625961551 (Phone)

Do you have negative results from your research you’d like to share?

Paper statistics

Downloads
250
Abstract Views
1,211
Rank
210,501
PlumX Metrics