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Kundenbeziehungen nach Fusionen und Akquisitionen
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Vertrieb und Marketing agieren nach Fusionen und Akquisitionen im Spannungsfeld zwischen Ausbau des Markterfolgs und Kostensenkungszielen. Martin Clark Grn untersucht die Wirkungen der kundenbezogenen Beziehungsgestaltung und Synergierealisierung in der Post Merger Phase auf den M&A-Erfolg mithilfe fortgeschrittener quantitativer Methoden. Er zeigt, dass einzelne Manahmen zur Kundenbeziehungsgestaltung und der Zugang zu Vertriebs- und Marketingressourcen einen Beitrag von mehr als 25% zur Wertsteigerung des Gesamtunternehmens leisten.
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