TITLE

Buying and Selling Stand-Alone Brands

PUB. DATE
April 2012
SOURCE
USA Today Magazine;Apr2012, Vol. 140 Issue 2803, p5
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article presents the findings that investors reward companies that acquire stand-alone brands instead of entire firms, and net shareholder worth is also created for the firm with weaker marketing capabilities that transferred a brand to a firm with stronger marketing capabilities.
ACCESSION #
74204918

 

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