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

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.

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