Mergers and Acquisitions: The Role, Value, and Cost of Marketing and Communications

06.17.2010 / Posted in Communications, White Papers

Corporate leaders, accountants, and attorneys who weigh merger and acquisition opportunities carefully consider balance sheets and potential organizational efficiencies. However, failure to seek perspectives from marketing and communications experts means many M&A decisions are based on an incomplete understanding of key challenges, opportunities, and costs. This contributes to the disappointing financial results of many corporate combinations.

Marketing and communications professionals can provide valuable insights from premerger analysis through implementation. By thoroughly analyzing and planning strategies for marketing, branding, and cultural integration, they can play vital roles in ensuring M&A success.

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Making it Worse: Johnson & Johnson and the Phantom Recall

In spring 2010, Johnson & Johnson (J&J) was accused of attempting to dodge or minimize an official recall of millions of its children’s Tylenol products by hiring a third-party corporation to buy the drugs off store shelves without notifying consumers of the drugs’ potential problems. Johnson & Johnson attempted this tactic, called a “phantom recall,” […] […] READ ARTICLE