Allocation--Time and Territory Management--Optimization Models--Customer/Account Analysis

January 2000
Journal of Personal Selling & Sales Management;Winter2000, Vol. 20 Issue 1, p66
Academic Journal
This article presents information related to the article ""Redeployment of Brands, Sales Forces, and General Marketing Expertise Following Horizontal Acquisitions: A Resource-Based View," by John Hulland and Laurence Capron, published in the previous issue of the "Journal of Marketing." This research explores the extent to which firms re-deploy three key marketing resources--brands, sales forces, and general marketing expertise, following horizontal acquisitions. Several factors were identified that moderated the extent to which the sales force redeployment occurred, including the extent to which the two markets served were similar and the relative strength of the targets resources were perceived to be high. The results also suggested that the redeployment of sales force resources had no effect on post-merger performance.


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