Markkinointiesite suostuttelun välineenä kansainvälisissä yrityskaupoissa

Abstract

This article examines how shareholders opinions and actions are influenced in takeover bids through convincing and persuasive rhetoric. The focus of this article is on arguments and other rhetorical features used to make the takeover bid acceptable or even desirable. The material of the study consists of marketing brochures published in friendly takeover bids in which shareholders of eight companies listed on the Helsinki Stock Exchange received an offer to sell their shares. The offers were made between end of 2018 and early 2021 by a foreign bidder. This study sheds light on the highly controversial and complex phenomenon of cross-border mergers and acquisitions in Finland from a communication perspective. In this article, rhetorical features are analyzed in their context, i.e., how investor relations restrict and enable language use. The findings of the research show how positive image of M&A is constructed through argumentation, but also distinct persuasive characteristics shareholders should be aware of to make rational decisions on whether to accept or reject the offer.