A Customer-based Perspective in Mergers and Acquisitions
Advances in Mergers and Acquisitions
ISBN: 978-1-80071-720-6, eISBN: 978-1-80071-719-0
Publication date: 29 September 2021
Abstract
There is increasing recognition that a marketing, customer-based perspective in merger and acquisition (M&A) processes is needed. However, there is still limited information about how customers experience an acquisition and whether merging firms perceive their customers as assets to trade or as stakeholders to engage. In this chapter, the authors aim to contribute to this knowledge gap by developing a research agenda that incorporates a customer-based perspective in the investigation of M&A. The authors achieve this aim by reviewing 40 articles published in economic, marketing and management journals that examine customer and marketing issues in M&As. By engaging with existing studies and their hidden assumptions and drawing inspiration from current trends in the analysis of consumer behavior, the authors suggest four research avenues to inform future studies and to increase our understanding of M&As from the customer perspective.
Keywords
Citation
Mari, C. and Meglio, O. (2021), "A Customer-based Perspective in Mergers and Acquisitions", Cooper, C.L. and Finkelstein, S. (Ed.) Advances in Mergers and Acquisitions (Advances in Mergers and Acquisitions, Vol. 20), Emerald Publishing Limited, Leeds, pp. 67-80. https://doi.org/10.1108/S1479-361X20210000020006
Publisher
:Emerald Publishing Limited
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