Local Market Reaction to Brand Acquisitions: Evidence from the Craft Beer Industry

Fifteen percent drop in local demand observed after acquisitions of local breweries by large firms.

• 저널Marketing Science · 43(5) · 1102–1131
• 토픽Wine Industry and Tourism · Tourism, Leisure and Hospitality Management
• DOI10.1287/mksc.2022.0383
• 저자Ali Umut Guler, Kanishka Misra, Vishal Singh