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Lookup NU author(s): Professor Noemi SinkovicsORCiD
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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.
Author(s): Sinkovics RR, Sinkovics N, Lew YK, Jedin MH, Zagelmeyer S
Publication type: Article
Publication status: Published
Journal: International Marketing Review
Year: 2015
Volume: 32
Issue: 1
Pages: 2-28
Online publication date: 09/02/2015
Acceptance date: 01/01/1900
ISSN (print): 0265-1335
ISSN (electronic): 1758-6763
Publisher: Emerald Publishing Limited
URL: https://doi.org/10.1108/IMR-07-2014-0211
DOI: 10.1108/IMR-07-2014-0211
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