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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783824479849
Condition
New
Product Description

Immaterielle Vermgensgegenstnde, zu denen auch Marken zhlen, gewinnen - insbesondere vor dem Hintergrund von Mergers & Acquisitions (M&A) und der drastischen Einbrche von Unternehmenswerten an der Brse - zunehmend an Bedeutung. Allerdings haben Beziehungsstrukturen zwischen Marken im Kontext der Bewertung bisher wenig Beachtung gefunden. Sabine Meissner untersucht die Markenbewertung im konkreten situativen Kontext von Mergers & Acquisitions und im konkreten Bezug zur Branche der Pharmaindustrie. Sie zeigt auf, welche Anforderungen an die Bewertung von Marken zu stellen sind, und unterzieht auf dieser Basis die bestehenden Bewertungsverfahren einer kritischen Analyse. Kern der Arbeit ist die Entwicklung eines Modells zur Bewertung pharmazeutischer Marken bei M&A, das insbesondere die bisher nicht explizit bercksichtigten Ausstrahlungseffekte zwischen Marken in die Markenbewertung einbezieht.

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