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Antecedents of marketing integration in cross-border mergers and acquisitions

Sinkovics, Rudolf R. and Sinkovics, Noemi and Lew, Yong Kyu and Jedin, Mohd. Haniff and Zagelmeyer, Stefan (2015) Antecedents of marketing integration in cross-border mergers and acquisitions. International Marketing Review, 32 (1). pp. 2-28. ISSN 0265-1335

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Purpose – The purpose of this paper is to examine operational-level implementation issues regarding mergers and acquisitions (M&As) in general, and resource combination and integration at the functional marketing level in particular. Design/methodology/approach – The paper introduces four factors (i.e. collaboration, interaction, marketing synergy, and the realignment of marketing resources) that support successful M&A marketing integration and enhance overall M&A performance.Findings – The results indicate that marketing synergy and the realignment of marketing resources contribute significantly to the extent of integration.At the same time, the authors find a significant but negative relationship between the interaction dimension and the speed of integration.Originality/value – The cultural integration of firms that feature different management styles and organizational cultures has been recognized as a particularly challenging aspect of cross-border M&As.This study explains factors that contribute to effective marketing integration in M&As.

Item Type: Article
Uncontrolled Keywords: Mergers and acquisitions, Marketing integration Paper type Research paper
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 04:46
Last Modified: 16 Nov 2020 06:24

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