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1. 1. A Brand Orientated Approach in Acquisitions

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Karl Pollinger; Mikael Omberg; [2014]
   Nyckelord :Corporate Brand Identity; Brand Acquisitions; Brand Orientation; and B2B; Business and Economics;

   Sammanfattning : The purpose of this paper is to explore corporate approaches to brands in the assessment of potential acquisitions in business-­to­‐business settings. The paper examines the corporate brands of three case companies -­ ALS Global, Göteborg Energi, and Trelleborg AB -­ in regards to their acquisition activities. LÄS MER