Research Study: Impact of Mergers and Acquisitions on the Marketing Strategies and the Financial Performance of Google and YouTube
Published: 2023
Author(s) Name: Ishani Sen Jindal |
Author(s) Affiliation: Meerut Institute of Engg. & Technology, Meerut, Uttar Pradesh, India.
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Abstract
Mergers and acquisitions (M&A) represent significant events in the corporate world, often pursued to achieve strategic objectives such as expansion, synergy creation, and increased market power. This paper provides a comprehensive review of the impact of M&A activities on the corporate sector, encompassing various dimensions including financial performance, shareholder value, organisational culture, employee satisfaction, and market dynamics. Google, the search engine giant, has not only revolutionised the way we access information but has also redefined the landscape of online marketing. Thus, offering insights into the multifaceted impact of merger and acquisition on the marketing strategies and the financial performance of the company.
Keywords: Mergers and Acquisitions, Marketing Strategies, Financial Performance
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