The role of acquisitions in the development of high-tech start-up: an introductory analysis of the importance of marketing

Complementing previous research that has focused on high tech acquisitions, this paper focuses on how an acquirer, that adopts a preservation approach, helps the acquired in growing. Due to the exploratory nature of this research, we performed a single case study. The paper points out that the competencies acquired by the start-up after the acquisition play a significant role in boosting the growth of the start-up. Amongst others, newcomer marketing competencies are crucial for the acquired start-up’s growth in terms of revenues, reputation, and long-term view. The research might be helpful for both academic and practitioners, describing how investments in marketing following acquisitions may help start-ups in boosting their growth.