A Study of Marketing Assets Accountability on Company's Value in M&A Deals on the Example of Pharmaceurical and FMCG Companies

Student: Kudryavtseva Elizaveta

Supervisor: Sergey P. Kazakov

Faculty: Faculty of World Economy and International Affairs

Educational Programme: World Economy (Master)

Final Grade: 10

Year of Graduation: 2020

Marketing assets are significant for companies and researces actively study databases and correlations with other financial indicators. As part of this research we analyze the influence of mareting assets on M&A perfomance through acquisition premium. Also we identify specific marketing assets and their indicators. The study was conducted using structural equation modeling due to its advantages in terms of analyzing multiple and latent variables. Summarizing the theoretical studies and the current results we can make a conclusion about the positive impact of marketing assets by the amount of the premium and the necessity to recognize the importance of marketing assets for companies.

Full text (added May 11, 2020)

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