Antecedents of marketing integration in cross-border mergers and acquisitions

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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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
Keywords:Mergers and acquisitions, marketing integration.
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
ISSN (Online):1758-6763

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