Case Study: How to Integrate an Acquired Brand
Harvard Business Review
MAY 8, 2013
Henry Beyer walked up to a Mini Cooper in the city parking lot across the street from his office in downtown Houston. Their loyalty is fanatical. He waved his brand-new VillageCar card near the door handle and got in. "It He laughed; Henry grimaced. Yet everyone knows they''re the same company.
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