Antecedents of marketing integration in cross-border mergers and acquisitions

• Main Authors: Sinkovics, Rudolf R., Sinkovics, Noemi, Lew, Yong Kyu, Jedin, Mohd. Haniff, Zagelmeyer, Stefan
• Format: Article
• Language: English
• Published: Emerald Group Publishing Limited 2015
• Subjects: HF5601 Accounting
• Online Access: http://repo.uum.edu.my/14137/1/IMR-07.pdf; http://repo.uum.edu.my/14137/; http://doi.org/10.1108/IMR-07-2014-0211

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.