Positioning table for the study on rebranding after acquisitions
| No focus on how international differences affects the rebranding process | Focus on how international differences affects the rebranding process | |
|---|---|---|
| Focus on either internal or external stakeholder | Muzellec and Lambkin (2006), Bamfo et al. (2018) | Muzellec et al. (2003), Lambkin and Muzellec (2008), Beise-Zee (2022) |
| Focus on both external and internal stakeholders | Daly and Moloney (2005), Lambkin and Muzellec (2008) | Research gap |
| No focus on how international differences affects the rebranding process | Focus on how international differences affects the rebranding process | |
|---|---|---|
| Focus on either internal or external stakeholder | ||
| Focus on both external and internal stakeholders |
Source(s): Created by authors
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