“…do so in order to lower their costs or generate other efficiencies+ These should create a positive effect on the aggregate profitability of the firms involved in the combination but lower profits for rivals~King, Wilson, & Naseem, 2002!+ Therefore, future research on evaluating M&As in the brewing sector should include the effects of one firm's merger or acquisition on the stock price of its main competitors+ It follows that events affecting one company also affect the other even though the merger has not actually taken place+ Another useful modification would be to assess different modes of M&A transactions~i+e+, friendly versus hostile acquisition, method of payment, domestic versus international, etc+!+ Furthermore, as acquisitions are complicated events, the event windows could be amended through a further step by using a longer window than the common 21-day window~i+e+, Ϫ10, ϩ30 or Ϫ30, ϩ30!+ Because of the complexity of M&As, it takes longer than a few days surrounding the announcement for market participants to correctly determine the extent of the economic implications for the acquiring firm~Baltazar & Santos, 2003;Mueller & Sirower, 2003!+ At the time of announcement, investors will estimate those implications; however, as time passes by and information is released about an acquisition and its performance, investors will revise their initial estimates+ To exemplify this assumption, Carlsberg's acquisition of Holsten should be mentioned+ In the Ϫ10 to ϩ10-window, this deal has indeed seen negative returns but not at a statistically significant level+ In the weeks following the announcement, the shares fell approximately 10%, prompting a clearly negative response from shareholders+ In an event study, review over the last decade, Harrison et al+~2005! found that less than 10% of the event studies published considered returns more than 31 days after the event+ Hence, it is important to consider the relationship between short-term shareholder reactions and long-term outcomes of M&As+ More work on MNCs in the brewing sector could also focus on evaluating the efficiency of various strategies and considering the structural consequences of different internationalization strategies+ Another amendment would be to classify the M&A transactions in the sample according to their specialization or diversification along the geographical lines~Lepetit, Patry, & Rour, 2004!+ For instance, it may be the case that shareholders will react differently to mergers between competitors operating in similar geographical markets than to mergers between companies operating in different geographical markets+ Hence, there are strategic factors that may be used to explain the variation in wealth gains+ This approach is useful to explain why the phenomenon of brewing M&As occurs despite the fact that they do not increase firm value on average+ Finally, it would be particularly helpful in analyzing M&As in the brewing industry to include the target company's abnormal returns+ There is strong empirical evidence in the bulk of event studies to indicate that target firms' shareholders receive significant increases in their stock prices in comparison to the shareholders of bidding firms+…”