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MKT 640 CIU Evaluating the Acquisition of Open Table by Priceline Essay

MKT 640 CIU Evaluating the Acquisition of Open Table by Priceline Essay


OpenTable was the first mover in the world of booking orders for restaurants around the globe (  After obtaining notoriety, they issued a massive IPO ( and resulting in a stock price peaking slightly over $100/share.  After peaking, the company was by Priceline for $2.6 billion (  However, the investment faced turmoil as lawsuits and a $941 million write-down devalued the acquisition ( and 

The devaluation triggered a reconsideration of OpenTable’s role in the market.  OpenTable matured and no longer had a blue ocean strategy ( to rely on.  Therefore, Priceline retooled and rolled back OpenTable’s operations while entering the emerging ultra-competitive food delivery service market involving Doordash and other competitors.  However, no one is certain whether OpenTable has a future and history has yet to judge whether Priceline’s investment was a sound or poor investment.

Now, it is time for you to write history!

Goal.  Your goal is to determine and argue whether OpenTable was a sound acquisition for Priceline using the concepts from this and other courses.  Jumpstart your research at:

and Chapter 9, Case Study 9.9 in the textbook.  Also, follow with internet-based research to collect the evidence you need to determine whether the merger was a sound acquisition.  Moreover, you must integrate at least three concepts, from this course, into your argument.

The resulting paper must be a 5-7 page APA-formatted essay argumentative essay citing evidence supporting your determination.  Remember, you have a helpful resource at to help with planning and drafting your essay.  You may also wish to consult for advice on researching and organizing findings.

Question 2 

it is time to punch your ticket and wrap up the course. Your goal for this activity is to provide a summary involving:

  • The biggest or most important point from the course you found interesting and enjoyed.
  • One lesson you wish others to learn from the point.

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