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Identifying effective mechanisms to assist the marketing integration process for Malaysian acquirers


Jedin, Mohd Haniff and Md Saad, Norsafinas (2012) Identifying effective mechanisms to assist the marketing integration process for Malaysian acquirers. Contemporary Management Research, 8 (2). pp. 96-116. ISSN 1813-5498

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Abstract

Marketing integration in mergers and acquisitions (M&As) is an important means of ensuring the survival of the combined firm.This can be achieved by streamlining and redeploying all marketing resources from both sides: the acquirer and the acquired firm.Marketing integration could be referred to as the backbone of the firm combining process because of its potential to generate higher revenues for the newly-combined firm. However, existing studies have not clearly investigated the mechanisms that contribute to the marketing integration process in cross-border M&As.The purpose of this study was to fill this gap by exploring effective mechanisms that can improve this process.Specifically, marketer collaboration, interaction, marketing synergy, and the redeployment of marketing resources were proposed as key mechanisms that influence marketing integration in this context.The results indicated that marketing synergy and the redeployment of marketing resources have a strong and significant impact on the extent of integration.Meanwhile, there is a striking negative and significant result that pertains to the relationship between interaction and speed of integration.

Item Type: Article
Uncontrolled Keywords: Marketing Integration, Cross-Border Mergers and Acquisitions
Subjects: H Social Sciences > HB Economic Theory
Divisions: School of International Studies
Depositing User: Dr. Mohd. Hanif Jedin
Date Deposited: 05 Jun 2017 02:28
Last Modified: 05 Jun 2017 02:28
URI: http://repo.uum.edu.my/id/eprint/22174

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