Propositions and Future Directions of Marketers’ Relationship Effectiveness in Mergers and Acquisitions Integration

Authors

  • Mohd Haniff Jedin UUM College of Law, Government and International Studies, Universiti Utara Malaysia
  • Norsafinas Md Saad UUM College of Law, Government and International Studies Universiti Utara Malaysia

Abstract

Research on marketing integration related to mergers and acquisitions (M&A) has paid little attention to the combination of similar resources between two similar departments, particularly in the M&A context. Furthermore, existing research does not clearly demonstrate the role of relationship among marketers within the amalgamation process between acquirer and target firm. Hence, this paper addresses a few propositions that relate to strengthening the relationship effectiveness among the marketers in both firms, which at the same time uphold the M&A performance. Collaboration and interaction are proposed as drivers to increase optimistic relationship among the marketers. A quantitative research design is suggested as this method is not popular compared to qualitative methods such as case study, event-study and longitudinal approach in M&A. Drawing from the extant literature, propositions are developed and future directions are presented elaborating success factors to improve M&A integration performance.

 

Additional Files

Published

01-12-2012

How to Cite

Jedin, M. H., & Md Saad, N. (2012). Propositions and Future Directions of Marketers’ Relationship Effectiveness in Mergers and Acquisitions Integration. Malaysian Management Journal, 16, 1–12. Retrieved from https://e-journal.uum.edu.my/index.php/mmj/article/view/8985