Paturel, Robert; Thévenard, Catherine - In: Revue Finance Contrôle Stratégie 2 (1999) 2, pp. 159-190
This research wonders about the reasons which explain the origins of decisions concerning the suppression of acquired brands. In particular, it attempts to link post-acquisition difficulties and brand disappearance, basing itself on resource-based theory. This analysis of thirteen case-studies...