Glossary entry

Pooling refers to the contractual combination of the voting rights or shares of several investors or founders in order to represent them as a unit.

A private sale refers to the sale of a company or shares in a company directly to a selected buyer without a public tender or offer.

A management buyout is the acquisition of a company or shares in a company by the existing management team.

An acquisition exit refers to the sale of a company or a share in a company to a buyer, usually another company or an investor.

A joint venture is a contractually agreed co-operation between two or more companies in which resources, expertise or capital are pooled in order to operate a joint project or business segment.

A letter of intent is a written declaration of intent in which the parties state their interest in a future collaboration or the conclusion of a contract.

Pull marketing aims to create a demand for products or services that actively attracts customers. Content marketing, social media or a strong brand identity are often used to gain the interest and trust of the target group. The aim is to get the customer to search for or buy the product independently.

Push marketing refers to marketing strategies in which companies actively promote their products or services to customers. This is done through advertising, direct mailings, sales promotions or sales activities. The aim is to attract the attention of the target group and encourage purchases, often through direct contact or sales incentives.

Private equity refers to capital that is invested in unlisted companies. Funds or investors acquire shares in order to realise increases in value through active co-determination. Private equity includes both growth financing and buy-outs and aims to generate long-term returns through strategic development, optimisation and subsequent exit.