An Analysis of the Importance of Marketing in the Acquisition Process

Niccolò Fiorini and Elena Casprini

Micro & Macro Marketing, 2024, issue 1, 109-130

Abstract: The established literature on high-tech start-ups’ acquisitions has mainly addressed the challenges of post-acquisition integration and the role of the acquired start-ups in enhancing the acquirer’s technological competencies. However, some acquirers may prefer maintaining hightech start-ups as autonomous entities, supporting their development. Focusing on this scenario, the aim of this paper is to explore how an acquirer that adopts a preservation approach helps the growth of the target start-up. We performed an in-depth single case study relying on interviews and secondary data collected between April 2021 and April 2023. The paper points out that the competencies acquired by the startup after the acquisition play a significant role in boosting its growth. In particular, the case highlights the pivotal influence of newcomer’s marketing competencies for the acquired start-up’s growth to increase revenues, reputation, and long-term view, along with the key figure of the mentoring manager. The research is helpful for both academics and practitioners, since it displays start-ups grow thank to the boosting effect of investments in marketing following acquisitions.

Keywords: Start-ups; marketing; acquisitions; competences (search for similar items in EconPapers)
Date: 2024
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