Marketing integration in cross-border mergers and acquisitions: conceptual framework and research propositions

Sinkovics, R. R. , Jedin, M. H. and Sinkovics, N. (2014) Marketing integration in cross-border mergers and acquisitions: conceptual framework and research propositions. European Journal of International Management, 8(6), pp. 644-670. (doi: 10.1504/EJIM.2014.064899)

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As for Mergers and Acquisitions (M&As), cross-border M&As are particularly problematic and complex. The most challenging issue is the integration of different management styles and departmental practices. Once the integration seeps deeper into functional levels, the M&A commitment offered at strategic level is faced with operational implementation challenges. The marketing departmental function is usually heavily involved in this integration process. Research on marketing integration in relation to M&As has paid little attention to the process of combining resources from two similar departments, particularly in a cross-border M&A context. Furthermore, existing research does not clearly highlight those factors that contribute to successful marketing integration. Hence, this paper discusses the phenomenon of marketing integration in the cross-border M&A context. Collaboration, interaction, marketing synergy and redeployment of marketing resources are proposed as antecedents to the integration. Drawing from the extant literature, propositions are developed and mechanisms to improve M&A integration performance are elaborated.

Item Type:Articles
Keywords:Mergers and acquisitions, functional integration, marketing, literature review.
Glasgow Author(s) Enlighten ID:Sinkovics, Professor Rudolf and Sinkovics, Dr Noemi
Authors: Sinkovics, R. R., Jedin, M. H., and Sinkovics, N.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:European Journal of International Management
ISSN (Online):1751-6765
Published Online:23 September 2014

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