Title: Green marketing - a tool for increasing performance in mergers and acquisitions

Authors: Sorin Adrian Achim

Addresses: Department of Accounting and Audit, Faculty of Economics and Business Administration, Babes-Bolyai University, Cluj-Napoca, 58-60, Teodor Mihali Street, 400591 Cluj-Napoca, Romania

Abstract: Mergers and acquisitions are presently an essential feature of the way business takes place internationally. Important resources are involved worldwide in such transactions. All companies planning mergers and acquisitions strategies should pay significant attention to marketing, image and corporate brand strategies based on the inarguable value added they could bring. Green marketing is one of the major tendencies in the actual, extremely competitive business environment. The increase in practices related to green marketing is due to the value and accent put by consumers on sustainability and sustainable development. Starting from these premises, the present paper intends to identify the approaches used in the field's literature in the study of these concepts, both individually and correlated, with the main goal of emphasising, in the last part of the paper, the implications the integration of green marketing would have upon the performances of companies involved in merger and acquisition processes.

Keywords: mergers and acquisitions; green marketing; integration process; company's performance.

DOI: 10.1504/IJEA.2017.092258

International Journal of Economics and Accounting, 2017 Vol.8 No.3/4, pp.182 - 195

Received: 17 Oct 2016
Accepted: 16 May 2017
Published online: 12 Jun 2018 *

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