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

DOI:

https://doi.org/10.32890/mmj2012.16.1

Keywords:

Mergers and Acquisitions (M&A), Marketing Integration, Relationship Effectiveness

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.

 

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Published

01-12-2012

Issue

Vol. 16 (2012): Malaysian Management Journal (MMJ) Vol. 16, 2012

Section

Articles

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. https://doi.org/10.32890/mmj2012.16.1

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Harvested 2026-09-07
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Identifiers DOI 10.32890/mmj2012.16.1 OpenAlex W7061304192