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

Lawrence E. Haller

No 30, Food Marketing Policy Center Research Reports from University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy

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)
Date: 1995
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Persistent link: https://EconPapers.repec.org/RePEc:zwi:fpcrep:030

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