Abstract
The integrated business structures performance is underpinned by a wide range of external and internal factors that from a business unit perspective may have positive or negative implications for brand building. Moreover, in the context of business integration, the interaction among individual business units is of paramount importance that dramatically affects the performance of the entire business structure. The research objective is to provide a methodological framework for branding development through the calculation of integrated complementary and synergistic effects indicators, based on their compliance with the criteria of congruence and compatibility within architectonic elements of integrated business structures. The methodological toolkit design to estimate the integrated indices for complementary and synergistic effects involves the following stages: building a set of partial indicators for assessing complementary and synergetic effects, developing an algorithm to calculate an integrated index for complementary effect from internal and external brand interactions within integrated business structures (IBS), developing an algorithm to calculate an integrated index for a synergetic effect from brand integration within a business structure, individual business unit brand classification by different complementary and synergistic effects manifestations.The proposed methodological approach contributes to facilitating brand integration in mergers and acquisitions, as well as enhancing the allocation effectiveness of portfolio roles of integrated business structure brands in product offering in the integration framework.
Highlights
The current stage of economic development along with the intensification of globalization processes drive a new vector in doing business design, which is reflected through increased attention to the issues of mergers and acquisitions
The following results from brand clustering within business units of the Fozzy Group integrated business structures (IBS) we should note that strict adherence to were obtained subject to the level of complemen- equalities is highly unlikely: tary and synergistic effects manifestation from internal and external interactions (Table 6)
We argue that the proposed methodological approach to branding development in integrated business structures facilitates effective brand integration through mergers and acquisitions with regard to brand congruence and compatibility with certain parameters, the so-called architectonic components
Summary
The current stage of economic development along with the intensification of globalization processes drive a new vector in doing business design, which is reflected through increased attention to the issues of mergers and acquisitions. The specifics of mergers and acquisitions assume a fundamentally new perspective for developing effective business strategies within the integrated business structure framework, in particular, the branding-based ones. Brands of individual business units are part of intangible assets of the entire integrated business structure. This urges the need to identify both evident and latent relationships between brands in the context of integration. The study of integration factors affecting branding development in the mergers and acquisitions framework is critical for building an optimal model of integrated business structure brand architectonics that is of particular importance in modern realia of a globalized economy
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