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


Sinkovics, Rudolf R. and Jedin, Mohd. Haniff and Sinkovics, Noemi (2014) Marketing integration in cross-border mergers and acquisitions: conceptual framework and research propositions. European J. of International Management, 8 (6). p. 644. ISSN 1751-6757

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Abstract

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: Article
Uncontrolled Keywords: mergers and acquisitions , functional integration , marketing , literature review
Subjects: H Social Sciences > HF Commerce > HF5601 Accounting
Divisions: College of Law, Government and International Studies
Depositing User: Dr. Mohd. Hanif Jedin
Date Deposited: 17 May 2015 04:47
Last Modified: 16 Nov 2020 06:25
URI: http://repo.uum.edu.my/id/eprint/14138

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