Resources

Marketing and Finance have a famously fractious relationship, with each accusing the other of failing to understand how value is created. This tension may seem to be dysfunctional, but when channeled right, it can be highly productive.

Pulling off a successful merger or acquisition is a daunting management challenge as only about one in every five deals actually succeeds in creating shareholder value. But there’s a step companies could take to improve their odds: pay more attention to marketing strategy during the negotiations.