Antecedents of marketing integration in cross-border mergers and acquisitions: Evidence from Malaysia and Indonesia. Issue 1 (9th February 2015)

• Record Type: Journal Article
• Authors: Sinkovics, Rudolf R.; Sinkovics, Noemi; Lew, Yong Kyu; Jedin, Mohd Haniff; Zagelmeyer, Stefan
• Is Part Of: International marketing review. Volume 32:Issue 1(2015)
• Page Start: 2
• Page End: 28
• Publication Date: 2015-02-09
• Subjects: Mergers and acquisitions -- Marketing integration; Export marketing -- Periodicals; Export marketing -- Developing countries -- Periodicals; 658.84805
• DOI: 10.1108/IMR-07-2014-0211
• Languages: English
• ISSNs: 0265-1335

Abstract

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.