Journal of the Academy of Marketing Science
Our paper reveals that in business-to-government (B2G) markets, the strategies firms adopt regarding their government customer assets — specifically whether they focus on penetrating existing government customer relationships or expanding to new government customers — significantly influence their merger and acquisition (M&A) performance.
Ju-Yeon Lee is the John and Deborah Ganoe Faculty Fellow and associate professor of marketing. Her paper is published in the Journal of the Academy of Marketing Science.