Marketing due diligence … where do customer and marketing details fit into pre‐deal activity?

Abstract

Argues that the main benefits in mergers and acquisitions (M&A) come from finding opportunities to enhance competitive advantage and thereby achieve enduring growth in revenue and market share. Looks at due diligence in both its traditional and marketing forms. Spotlights Quaker Oats Co. and Snapple Beverage Corp., in a panel, to discuss Quaker's disastrous M&A performance in this matter.

Citation

Gould, B. (1998), "Marketing due diligence … where do customer and marketing details fit into pre‐deal activity?", The Antidote, Vol. 3 No. 2, pp. 25-27. https://doi.org/10.1108/EUM0000000006459