Antecedents of marketing integration in cross-border mergers and acquisitions: Evidence from Malaysia and Indonesia

Sinkovics, Rudolf R.; Sinkovics, Noemi; Lew, Yong Kyu; Jedin, Mohd Haniff; Zagelmeyer, Stefan

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.

Citation

Sinkovics, R. R., Sinkovics, N., Lew, Y. K., Jedin, M. H., & Zagelmeyer, S. (2015). Antecedents of marketing integration in cross-border mergers and acquisitions: Evidence from Malaysia and Indonesia. International Marketing Review, 32(1), 2-28. https://doi.org/10.1108/IMR-07-2014-0211

• Journal Article Type: Article
• Publication Date: Feb 9, 2015
• Deposit Date: Oct 9, 2024
• Journal: International Marketing Review
• Print ISSN: 0265-1335
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 32
• Issue: 1
• Pages: 2-28
• DOI: https://doi.org/10.1108/IMR-07-2014-0211
• Keywords: Mergers and acquisitions, Marketing integration, M&A
• Public URL: https://durham-repository.worktribe.com/output/2773084