Two becoming one: how customers can impact the outcomes of mergers and acquisitions

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This paper identified customer loyalty as a determining factor when looking at the success of mergers and acquisitions. The paper focused on a marketing perspective.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2022), "Two becoming one: how customers can impact the outcomes of mergers and acquisitions", Strategic Direction, Vol. 38 No. 11, pp. 23-24. https://doi.org/10.1108/SD-09-2022-0108