Influences on Post-M&A Corporate Visual Identity Choices

Autor:	Horand I. Gassmann, Philip J. Rosson, Mary R. Brooks
Rok vydání:	2005
Předmět:	Strategy and Management media_common.quotation_subject Stakeholder Identity (social science) Advertising Corporate branding Typography Cultural diversity Similarity (psychology) Mergers and acquisitions Business Business and International Management Marketing Reputation media_common
Zdroj:	Corporate Reputation Review. 8:136-144
ISSN:	1479-1889 1363-3589
DOI:	10.1057/palgrave.crr.1540245
Popis:	One of the more important organizational and marketing questions that arises in Mergers and Acquisitions (M&As) is the choice of a name for the new entity, as well as how this is supported through visual devices such as symbols and/or logotypes, slogans, typography and color. With a study of 90 M&As, this paper explores the choice of corporate visual identity (CVI) made following the M&As and examines the extent to which this decision is influenced by (a) the relative power of the two companies, (b) the geographic scope of the M&A and (c) the similarity of the sectors from which the two companies are drawn. The research finds very little influence from these factors but uses the findings to establish an agenda for future research in the field. In particular, future research into cultural differences between acquirer and target companies, and industry effects are encouraged.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::c351963c9ca727e780ac0819e54d295a https://doi.org/10.1057/palgrave.crr.1540245 Zobrazit plný text záznamu Plný text ve formátu PDF