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Marketing integration in cross-border mergers and acquisitions: Conceptual framework and research propositions

Lookup NU author(s): Professor Noemi SinkovicsORCiD

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Abstract

© 2014 Inderscience Enterprises Ltd. As for Mergers and Acquisitions (M&As), cross-border M&As are particularly problematic and complex. The most challenging issue is the integration of different management styles and departmental practices. Once the integration seeps deeper into functional levels, the M&A commitment offered at strategic level is faced with operational implementation challenges. The marketing departmental function is usually heavily involved in this integration process. Research on marketing integration in relation to M&As has paid little attention to the process of combining resources from two similar departments, particularly in a cross-border M&A context. Furthermore, existing research does not clearly highlight those factors that contribute to successful marketing integration. Hence, this paper discusses the phenomenon of marketing integration in the cross-border M&A context. Collaboration, interaction, marketing synergy and redeployment of marketing resources are proposed as antecedents to the integration. Drawing from the extant literature, propositions are developed and mechanisms to improve M&A integration performance are elaborated.

Publication metadata

Author(s): Sinkovics RR, Jedin MH, Sinkovics N

Publication type: Article

Publication status: Published

Journal: European Journal of International Management

Year: 2014

Volume: 8

Issue: 6

Pages: 644-670

Online publication date: 21/10/2014

Acceptance date: 01/01/1900

ISSN (print): 1751-6757

ISSN (electronic): 1751-6765

Publisher: Inderscience Publishers

URL: https://doi.org/10.1504/EJIM.2014.064899

DOI: 10.1504/EJIM.2014.064899

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