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Antecedents of marketing integration in cross-border mergers and acquisitions

Lookup NU author(s): Professor Noemi SinkovicsORCiD

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Abstract

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.

Publication metadata

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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