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Identifying effective mechanisms for marketing integration process to Malaysian acquirers


Jedin, Mohd Haniff and Md. Saad, Norsafinas (2011) Identifying effective mechanisms for marketing integration process to Malaysian acquirers. In: International Conference on Marketing Studies (ICMS 2011), Sep 9 - 11, 2011 , Kuala Lumpur, Malaysia. (Unpublished)

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Abstract

Marketing integration in mergers and acquisitions (M&As) is an important avenue in ensuring the survival of the combined firms. This can be achieved by compressing and redeploying all marketing resources from both sides; the acquirer and acquired firm. Perhaps, marketing integration is a backbone of firm combination due to its nature which potentially to generate higher revenue of the newly-combined firm. Yet, the existing study does not clearly investigate mechanisms that contribute to the marketing integration process in cross-border M&As. The purpose of this study is to explore the effective mechanisms that can improve the marketing integration process in cross-border M&As. Thus, marketers' collaboration, interaction, marketing synergy and redeployment of marketing resources were propose as key mechanisms in marketing integration process in cross-border M&As. Result indicates that marketing synergy and redeployment of marketing resources have strong significant impact towards the extent of integration. Meanwhile, there is a striking result pertaining to the relationships between interaction and the speed of integration which is significantly important but negatively influenced.

Item Type: Conference or Workshop Item (Paper)
Additional Information: Organized by Academy of Taiwan Information Systems Research (ATISR)
Uncontrolled Keywords: Marketing Integration, Cross-Border Mergers and Acquisitions
Subjects: H Social Sciences > HF Commerce
Divisions: College of Law, Government and International Studies
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 27 Dec 2011 00:53
Last Modified: 27 Dec 2011 00:53
URI: http://repo.uum.edu.my/id/eprint/4266

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