Brand management in mergers and acquisitions: Emerging market multinationals venturing into advanced economies

↓ Direkt till sidans innehåll
↓ Direkt till sidans sekundära innehåll (sidomenyn)

Sökning: L773:0265 1335 > Brand management in...

Brand management in mergers and acquisitions : Emerging market multinationals venturing into advanced economies

Liu, Yipeng (författare): Business School, Newcastle University, Newcastle upon Tyne, UK

Öberg, Christina, 1970- (författare): Örebro universitet,Handelshögskolan vid Örebro Universitet,Örebro University, Sweden

Tarba, Shlomo Yedidia (författare): Birmingham Business School, University of Birmingham, Birmingham, UK

visa fler...

Xing, Yijun (författare): School of Economics and Management, Beijing Jiaotong University, Beijing, China

visa färre...

(creator_code:org_t)

Emerald Group Publishing Limited, 2018
2018
Engelska.
Ingår i: International Marketing Review. - : Emerald Group Publishing Limited. - 0265-1335 .- 1758-6763. ; 35:5, s. 710-732

Relaterad länk:: https://urn.kb.se/re...; visa fler...; https://doi.org/10.1...; https://urn.kb.se/re...; https://urn.kb.se/re...; visa färre...

Tidskriftsartikel (refereegranskat)

Abstract Ämnesord

Stäng

Purpose – The purpose of this paper is to focus on emerging market companies that internationalize into advanced economies by means of acquisitions and to investigate brand management during post-acquisition integration from a multi-level perspective and to identify how a brand management strategy can be constructed. It takes into account the influences of country-of-origin image, corporate brand and brand portfolio to obtain a granular view of post-acquisition brand management.Design/methodology/approach – A multiple case study approach was adopted. By using case studies and storytelling qualitative research methods, the empirical setting was related to the acquisitions undertaken by Chinese companies in Germany.Findings – The authors identified three mechanisms for brand management in the post-acquisition integration of emerging market companies – namely, transferring, dynamically redeploying and categorizing – that underpin the interconnection and combined influence of country-of-origin image at the national level, corporate brand at the organizational level and brand portfolio at the product level.Practical implications – Brand has been viewed as a strategic asset in Chinese cross-border mergers and acquisitions (M&As). Brand management is a dynamic process that involves learning and interaction between the acquirer and target. The research offers a practical guideline for both acquirers and targets in managing brand in the context of acquisitions undertaken by emerging market companies in advanced economies.Originality/value – The findings provide important insights into the brand management strategies adopted in Chinese cross-border M&As in particular, and emerging market companies venturing into advanced economies in general. The interlinking of country, company and product levels introduces new ideas to the brand literature related to acquisitions, and the setting of Chinese companies acquiring German ones constitutes an important contribution to the understanding of the different ways in which companies from emerging economies may pursue branding strategies in the context of cross-border M&As.

Ämnesord

SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

China
Acquisition
Brand management
Germany
Multi-level
Redeployment
Business Administration
Företagsekonomi
Marketing

Publikations- och innehållstyp

ref (ämneskategori)
art (ämneskategori)

Hitta via bibliotek

International Marketing Review (Sök värdpublikationen i LIBRIS)

Till lärosätets databas

Hitta mer i SwePub

Av författaren/redakt...: Liu, Yipeng; Öberg, Christina ...; Tarba, Shlomo Ye ...; Xing, Yijun

Om ämnet

SAMHÄLLSVETENSKAP: SAMHÄLLSVETENSKA ...; och Ekonomi och näri ...; och Företagsekonomi

Artiklar i publikationen: International Ma ...

Av lärosätet: Karlstads universitet; Örebro universitet; Linnéuniversitetet

Sök utanför SwePub

Sök vidare i:: Google; Google Book Search; Google Scholar

Kungliga biblioteket hanterar dina personuppgifter i enlighet med EU:s dataskyddsförordning (2018), GDPR. Läs mer om hur det funkar här.
Så här hanterar KB dina uppgifter vid användning av denna tjänst.

LIBRIS.kb.se