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The 3 Cs for Startups and Incumbents

The 3 Cs startups and incumbents have to master to succeed in the acquisition process.

It is not uncommon for established firms to approach and acquire startups in a bid to grow and innovate. For this acquisition to succeed, incumbents and startups alike must master the 3 Cs – establishing the Complementarity of offerings, generating Customer endorsement, and attracting an acquirer executive Champion.

A study was conducted taking into account seven Israeli startup acquisitions by two acquirers from the information and communications technology industry. The study then clarifies the different approaches the startups and incumbents took in order to carry out a successful overall acquisition process.

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