Acquisitions

Acquisition (from lat. acquisition, acquiring) is, in an economic sense, the takeover of one company by another. It is a transaction in which the buyer acquires a controlling stake over the target firm, thereby effectively controlling it. Unlike a merger, the acquired company does not legally disappear, but becomes a subsidiary of the buyer or is incorporated into its structures. An acquisition is often a strategic move to quickly gain market share, eliminate competition, enter a new market, or acquire technology and know-how.

Outside the world of large corporations, the term acquisition is also commonly used in marketing and sales. In this context, it denotes the entire process of active search and acquisition of new customers. The goal of marketing acquisition strategies is to turn potential leads into paying clients, thereby ensuring the growth of the firm. This is a key activity that complements efforts to retain existing customers.