Does Brand Equity Have a Positive Effect on Spin-off's Performance?

Does Brand Equity Have a Positive Effect on Spin-off
Masters
Dissertation
Finance & Accounting
Pages 12 (3012 words)
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Does brand equity have a positive effect on spin-off’s performance? 1. Introduction In modern economy, corporate restructuring such as corporate expansion, contraction, changes in ownership structure etc. is a common redistribution of resources. The main purpose for corporate reorganization can be as follows: 1…

Introduction

Since 1980s’, many large corporations in the US had been successfully restructured. Restructuring made many companies in traditional industries survive from crisis. Enterprises thus regained the momentum of growth and rebuilt competitive advantage. Therefore, corporate restructuring was one of the most important sources that made the US firms’ competitiveness remount the top in the world. Because of this, the US corporate restructuring practice had become the model to follow by European and Japanese companies, and developed into a wave across Eurasia and even the whole world. It had become one of the most significant challenges in international management in 1990s. Typically, large transaction and corporate decision will be front-page news and very controversial topic. One of the recent year big issues is Kraft’s split. Only 18 months after the significant hostile takeover of the UK-listed chocolate manufacturer Cadbury in September 2009Kraft made another relatively important announcement that within the next 12 months, the $48bn conglomerate will be split into two publicly traded companies, creating a global snacks business with revenues of $32bn and a $16bn North America focused grocery business. ...
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