Jedin, Mohd Haniff and Md Saad, Norsafinas (2012) Propositions and Future Directions of Marketers' Relationship Effectiveness in Mergers and Acquisitions Integration. Malaysian Management Journal (MMJ), 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 > HF Commerce
Divisions:	College of Business
Depositing User:	Mrs Nurin Jazlina Hamid
Date Deposited:	13 Mar 2024 09:50
Last Modified:	13 Mar 2024 09:50
URI:	https://repo.uum.edu.my/id/eprint/30523

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