The Bigger, the Better?
Perception of Mergers and Acquisitions in the Nigerian Advertising Industry by Practitioners in Lagos, State Nigeria
Mergers and Acquisitions (M & A) have become a strategic business tool for leveraging brand equity and also to have the competitive edge in the advertising industry in Nigeria, due to the current economic recession. The objective of this research is to evaluate how advertising practitioners in Lagos perceive the imperative of M & A in the advertising industry in Nigeria. Three hundred and ninety (390) copies of questionnaire were distributed, while 368, representing 94.4% were used in the analysis. Both purposive and simple random sampling techniques were used. A key finding of the research was that majority of the respondents (248:67.4%) agreed that M & A have become an important strategic business model in the Nigerian advertising industry. The study recommends that the Federal Ministry of Information, APCON, AAAN and other industry stakeholders should brainstorm on a road map for M & A in the advertising industry in Nigeria.