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

Sinkovics, Rudolf R.; Jedin, Mohd Haniff; Sinkovics, Noemi

Authors

Mohd Haniff Jedin

Noemi Sinkovics



Abstract

Cross-border mergers and acquisitions (M&As) are strategic business expansions across national boundaries, which can prove rather problematic and complex. The most challenging part of the process is the integration of two different firms that feature different management styles and departmental practice. Once the integration seeps deeper into functional levels, strategic-level M&A commitment is faced with operational implementation issues. 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 similar resources from two similar departments, particularly in the cross-border M&A context. Furthermore, existing research does not clearly demonstrate the success factors that contribute to the marketing integration process in M&As. 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.

Citation

Sinkovics, R. R., Jedin, M. H., & Sinkovics, N. (2014). Marketing integration in cross-border mergers and acquisitions: conceptual framework and research propositions. European Journal of International Management, 8(6), 644-670. https://doi.org/10.1504/EJIM.2014.064899

Journal Article Type Article
Publication Date Oct 21, 2014
Deposit Date Oct 16, 2024
Journal European Journal of International Management
Print ISSN 1751-6757
Electronic ISSN 1751-6765
Publisher Inderscience
Peer Reviewed Peer Reviewed
Volume 8
Issue 6
Pages 644-670
DOI https://doi.org/10.1504/EJIM.2014.064899
Keywords mergers and acquisitions, functional integration, marketing, literature review
Public URL https://durham-repository.worktribe.com/output/2773033