The Role of Marketing in Mergers & Acquisitions: Analysing How Marketing and Brand Positioning Impact M&A Decisions and Valuations

Author(s)	Arushi Dua, Mansi Goel
Country	India
Abstract	Mergers and Acquisitions (M&A) play a crucial role in corporate growth strategies, but their success often hinges not just on financials but also on marketing factors like brand equity, customer perception, and market positioning. This study examines the role of marketing in M&A transactions, focusing on how brand positioning influences deal valuations and post-merger integration success. The research employs a mixed-method approach, incorporating case studies, survey data, and financial analysis to determine the impact of marketing on M&A decisions. The findings suggest that companies that integrate marketing strategies into their M&A framework can maximize deal value, enhance customer retention, and drive long-term growth.
Keywords	M&A, Marketing, Brand Equity, Post-Merger Integration, Valuation, Customer Retention, Market Synergy
Published In	Volume 7, Issue 1, January-February 2025
Published On	2025-02-28
DOI	https://doi.org/10.36948/ijfmr.2025.v07i01.37849
Short DOI	https://doi.org/g86w6j

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International Journal For Multidisciplinary Research