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