THE IMPACT OF MERGERS AND ACQUISITIONS ON BRAND VALUE IN THE HOTEL SECTOR DURING THE ECONOMIC CRISIS IN SPAIN. A CASE STUDY OF NH HOTELES & HESPERIA.
This dissertation examines the role and impact of the M&A’s created during the economic crisis in the tourism sector on the brand strategy, and their portfolio. We analyze different theories explaining brand concept, the advantages and disadvantages of building a new brand or buying an exist...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
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Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET)
2012
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-19060 |