Prof. Dr. Ir. Gerit van Bruggen (Erasmus University Rotterdam)
Programm
- Datum: 19.01.2011
Zeit: 17:30 - 18:45
Ort: Ludwigstraße 28, Rückgebäude, Raum 024
The Effect of Brand Deletions on Firm Valuation
In recent years, many fast moving consumer goods (FMCG) companies have embraced a strategy of deleting brands in order to streamline brand portfolios and to release resources for reinvesting in alternatives for enhancing firm growth. So far, empirical studies on the effects of brand deletions have been scarce. In this paper, we investigate the effects of brand deletions on firm value, and which factors moderate these effects. Using the event study methodology we analyze the effects of 108 brand deletions in the Food & Beverages Industry.