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

Rudolf R. Sinkovics, Mohd Haniff Jedin, Noemi Sinkovics

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Abstract

© 2014 Inderscience Enterprises Ltd.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.
Original languageEnglish
Pages (from-to)644-670
Number of pages26
JournalEuropean Journal of International Management
Volume8
Issue number6
DOIs
Publication statusPublished - 22 Sept 2014

Keywords

  • Functional integration
  • Literature review
  • Marketing
  • Mergers and acquisitions

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