An Analysis of the Importance of Marketing in the Acquisition Process

The established literature on high-tech start-ups’ acquisitions has mainly addressed the challenges of post-acquisition integration and the role of the acquired start-ups in enhancing the acquirer’s technological competencies. However, some acquirers may prefer maintaining high- tech start-ups as autonomous entities, supporting their development. Focusing on this scenario, the aim of this paper is to explore how an acquirer that adopts a preservation approach helps the growth of the target start-up. We performed an in-depth single case study relying on interviews and secondary data collected between April 2021 and April 2023. The paper points out that the competencies acquired by the start- up after the acquisition play a significant role in boosting its growth. In particular, the case highlights the pivotal influence of newcomer’s marketing competencies for the acquired start-up’s growth to increase revenues, reputation, and long-term view, along with the key figure of the mentoring manager. The research is helpful for both academics and practitioners, since it displays start-ups grow thank to the boosting ef- fect of investments in marketing following acquisitions.