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. International Marketing Review, 32(1), pp. 2-28. (doi: 10.1108/IMR-07-2014-0211)
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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.
Item Type: | Articles |
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Keywords: | Mergers and acquisitions, marketing integration. |
Status: | Published |
Refereed: | Yes |
Glasgow Author(s) Enlighten ID: | Sinkovics, Professor Rudolf and Sinkovics, Dr Noemi |
Authors: | Sinkovics, R. R., Sinkovics, N., Lew, Y. K., Jedin, M. H., and Zagelmeyer, S. |
College/School: | College of Social Sciences > Adam Smith Business School > Management |
Journal Name: | International Marketing Review |
Publisher: | Emerald |
ISSN: | 0265-1335 |
ISSN (Online): | 1758-6763 |
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