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

Lawrence E. Haller

No 25186, Research Reports from University of Connecticut, Food Marketing Policy Center

Abstract: 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.

Keywords: Agribusiness; Industrial Organization; Marketing (search for similar items in EconPapers)
Pages: 15
Date: 1995
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Persistent link: https://EconPapers.repec.org/RePEc:ags:uconnr:25186

DOI: 10.22004/ag.econ.25186

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