Jedin, Mohd. Haniff and Md Saad, Norsafinas (2012) Propositions and future directions of marketers’ relationship effectiveness in mergers and acquisitions integration. Malaysian Management Journal, 16. pp. 1-12. ISSN 0128-6226

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Abstract

Research on marketing integration related to mergers and acquisitions (M&A) has paid little attention to the combination of similar resources between two similar departments, particularly in the M&A context. Furthermore, existing research does not clearly demonstrate the role of relationship among marketers within the amalgamation process between acquirer and target firm.Hence, this paper addresses a few propositions that relate to strengthening the relationship effectiveness among the marketers in both firms, which at the same time uphold the M&A performance. Collaboration and interaction are proposed as drivers to increase optimistic relationship among the marketers.A quantitative research design is suggested as this method is not popular compared to qualitative methods such as case study, event-study and longitudinal approach in M&A.Drawing from the extant literature, propositions are developed and future directions are presented elaborating success factors to improve M&A integration performance.

Item Type:	Article
Uncontrolled Keywords:	Mergers and Acquisitions (M&A), Marketing Integration, Relationship Effectiveness.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	College of Law, Government and International Studies
Depositing User:	Dr. Mohd. Hanif Jedin
Date Deposited:	17 Sep 2013 07:22
Last Modified:	16 Nov 2020 06:26
URI:	https://repo.uum.edu.my/id/eprint/8962

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