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/lp/emerald-publishing/evaluating-potential-synergies-costs-benefits-and-competition-tdCpVSfyhh
- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1998 MCB UP Ltd. All rights reserved.
- ISSN
- 1363-8483
- DOI
- 10.1108/EUM0000000006376
- Publisher site
- See Article on Publisher Site
Abstract
Argues that the failure of synergy stemmed from the inability of companies to understand and implement it, in the 1960s and 1970s. Contends there are valuable competitive advantages for firms that can identify and exploit specific relationships — distinctively for related businesses or divisions. Concludes that competitive advantage resulting from a synergy will only be sustainable if competitors have difficulty either in imitating the relationship underlying the synergy or finding some other way of achieving cost or differentiation improvement.
Journal
The Antidote – Emerald Publishing
Published: Mar 1, 1998
Keywords: Competitive advantage; Companies; Relationship marketing