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Antecedents of marketing integration in cross-border mergers and acquisitions: Evidence from Malaysia and Indonesia

Rudolf R. Sinkovics (The University of Manchester, Manchester Business School, Manchester, United Kingdom)
Noemi Sinkovics (Centre for Comparative & International Business Research (CIBER), The University of Manchester, Manchester Business School, Booth Street West, Manchester, United Kingdom.)
Yong Kyu Lew (School of Business, Sejong University, Seoul, South Korea)
Mohd Haniff Jedin (University Utara Malaysia, Sintok Kedah, Malaysia)
Stefan Zagelmeyer (Centre for Comparative & International Business Research (CIBER), The University of Manchester, Manchester Business School, Manchester, United Kingdom)

International Marketing Review

ISSN: 0265-1335

Article publication date: 9 February 2015

Abstract

Purpose

The purpose of this paper is to examine operational-level implementation issues regarding mergers and acquisitions (M&As) in general, and resource combination and integration at the functional marketing level in particular.

Design/methodology/approach

The paper introduces four factors (i.e. collaboration, interaction, marketing synergy, and the realignment of marketing resources) that support successful M&A marketing integration and enhance overall M&A performance.

Findings

The results indicate that marketing synergy and the realignment of marketing resources contribute significantly to the extent of integration. At the same time, the authors find a significant but negative relationship between the interaction dimension and the speed of integration.

Originality/value

The cultural integration of firms that feature different management styles and organizational cultures has been recognized as a particularly challenging aspect of cross-border M&As. This study explains factors that contribute to effective marketing integration in M&As.

Keywords

Acknowledgements

The authors are grateful for the helpful comments from Shlomo Tarba, Yaakov Weber, and Audrey Rouzies on earlier versions of this manuscript.

Citation

Sinkovics, R.R., Sinkovics, N., Lew, Y.K., Jedin, M.H. and Zagelmeyer, S. (2015), "Antecedents of marketing integration in cross-border mergers and acquisitions: Evidence from Malaysia and Indonesia", International Marketing Review, Vol. 32 No. 1, pp. 2-28. https://doi.org/10.1108/IMR-07-2014-0211

Publisher

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Emerald Group Publishing Limited

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