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A Marketing Perspective on Mergers and Acquisitions: How Marketing Integration Affects Postmerger Performance
| Content Provider | Semantic Scholar |
|---|---|
| Author | Homburg, Christian Bucerius, Matthias |
| Copyright Year | 2005 |
| Abstract | Abstract Previous research on mergers and acquisitions (M&A) has neglected marketing issues by and large. In this article, the authors examine the effects of postmerger integration in marketing (extent and speed of marketing integration) on M&A performance, as mediated by integration outcomes (magnitude of cost savings and market-related performance). Results from a survey of 232 horizontal M&A show that market-related performance after the merger or acquisition has a much stronger impact on financial performance than does cost savings. In addition, the authors find that the extent of integration is beneficial in terms of cost savings but detrimental in terms of market-related performance. Finally, they identify variables that moderate the relationships being considered. |
| Starting Page | 95 |
| Ending Page | 113 |
| Page Count | 19 |
| File Format | PDF HTM / HTML |
| DOI | 10.1509/jmkg.69.1.95.55510 |
| Alternate Webpage(s) | https://ub-madoc.bib.uni-mannheim.de/42495/1/W080_A%20Marketing%20Perspective.pdf |
| Alternate Webpage(s) | https://doi.org/10.1509/jmkg.69.1.95.55510 |
| Volume Number | 69 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
