Capital connection

March 2007
Marketing Management;Mar/Apr2007, Vol. 16 Issue 2, p5
An article titled "Why Some Acquisitions Do Better Than Others: Product Capital as a Driver of Long-Term Stock Returns," by Alina B. Sorescu, Rajesh K. Chandy, and Jaideep C. Prabhu, published in the February 2007 issue of the "Journal of Marketing Research," is cited. The article examined the capital, or the marketing and technology-related assets that a firm has, as a driver of acquisition success or failure. It was found that firms that invest in product capital are better at acquisitions because their investments in marketing and technology allow them to select better targets and deploy them in a more successful way. The authors found that pharmaceutical firms that have invested in product capital are more likely to launch products.


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