Antecedents of marketing integration in cross-border mergers and acquisitions: Evidence from Malaysia and Indonesia

R.R. Sinkovics, N. Sinkovics, Y.K. Lew, M.H. Jedin, S. Zagelmeyer

Research output: Contribution to journalArticlepeer-review

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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.
Original languageEnglish
Pages (from-to)2-28
Number of pages27
JournalInternational Marketing Review
Volume32
Issue number1
DOIs
Publication statusPublished - 9 Feb 2015

Keywords

  • Mergers and acquisitions
  • Marketing integration

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