
Brand spanking news: Buying and selling brands can pump up stock prices
Corporations may strut their synergies and crow about cost savings in acquisition announcements, but does buying a company really create shareholder value? Generally not — but what happens when company A buys brand X from company B? As it turns out, that transaction could be a winner for all, according to research recently conducted by Michael Wiles, an assistant professor of marketing at the W. P. Carey School of Business.