Package-goods mergers: Caveat emptor

Neff, Jack
May 2000
Advertising Age;5/29/2000, Vol. 71 Issue 23, p38
Trade Publication
Discusses the potential problems that arise after the merger or acquisition of package-goods companies. The failure of many brands to get or respond to infusions of marketing support from their new company; How the acquirer's brands can suffer in mergers; Example of Clorox Co., which has seen reductions in its stock price and growth since it acquired First Brands; Response of Clorox; Forecasts for the prospects of future mergers.


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