Prameela Nair, Founder, Nairative Marketing ConsultingMost brand leadership teams ask the same question when a deal closes – how do we announce this? The more consequential question, the one that actually determines whether the acquisition delivers its promise, rarely makes it to the forefront: what is the second go-to-market strategy, and does anyone own it?
When Uber acquired Careem in 2019 for $3.1 billion, the easier call would have been to rationalise the business overlap and absorb it. That is what most acquirers do, and there is usually a spreadsheet somewhere that makes the case for it.
Instead, Uber left Careem as is – the name, the identity, the app, all of it intact. For millions of users across the Arab world who had grown up
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