A Critical Analysis of Brand Product Integration in Horizontal Mergers and Acquisition- a Case Study of Land Rover and Jaguar

23029 WordsMar 23, 201593 Pages
Chapter 1 Introduction In the last two decade Merger activities in the world rose to unprecedented level. This reflects the powerful change force in the world economy. In fact this respond to the changes, which took place due to high level of technology changes, reduction in cost of communication and transportation that created international market, Increased competition, emergence of new industries, favourable economic and financial environment and deregulation of most of the economies also motivate Mergers and acquisitions. Mergers and acquisitions have re emerged globally as important paths towards strong corporate growth. The good side of this is the deal making today is marked by more due diligence by both sides and the negative side is the long term plans for the merged brands which are still largely afterthought(Hogan,.S, et.al,_,_ ). Ample evidence showed that brand decisions are very important for a firm to make in order to complete successful M&A in the recent business world and it can affect the organisation’s long term ability to achieve its strategic objectives specially when M&A is involved for business expansion(Hogan.S, et.al, _,_). If the management of the acquirer company pays less attention to this particular factor i.e. brand or fail to understand its role then the company might need to overpay also unwittingly put constraints on future business strategy including building high barriers towards effective integration of the two companies (Hogan.S, et.al, _,_). In the recent decade, many enterprises are getting in to cross border M&A for expansion of business and to get access to the global market. .A company needs to consider numbers of factors while going for cross border M&A as to get successful in the highly volatile competitive market those include to achieve economic efficiency and tax efficient structure. Various important

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