The Effects of the Beatrice-Conagra Merger on Brand-level Marketing Strategies

This paper uses graphical and statistical techniques to examine the effects of the acquisition of the Beatrice Foods Company by ConAgra, Inc. on brand-level marketing strategies. While some instances of postmerger brand harvesting were found, we did not find evidence that there was any systematic or widespread practice of a harvesting strategy.


Issue Date:
1995
Publication Type:
Working or Discussion Paper
PURL Identifier:
http://purl.umn.edu/25186
Total Pages:
15
Series Statement:
Research Report No. 30




 Record created 2017-04-01, last modified 2017-04-04

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