Ju-Yeon Lee

The Effect of Customer Asset Strategies on Acquisition Performance in Business-to-government Markets

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.

Read the paper