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Strategische Marken-Due-Diligence
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Kai Rippe untersucht die integrierte Pre-Merger-Perspektive von Kufer- und Zielmarke und stellt ein Verfahren zur Messung des identittsbasierten Markenfit bei M&A-Transaktionen vor. Neben der Konzeption eines operativen Messvorgehens werden dabei auch die Auswirkungen auf die Markenbewertung, den Markenintegrationsgrad und die Markenintegrationsgeschwindigkeit beleuchtet. Der Autor zeigt konkrete Manahmen der Post-Merger-Integration fr Ziel- und Kufermarken auf und liefert konkrete Informationen fr die Durchfhrung der geplanten M&A-Transaktion.
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