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

机译：跨境并购中的营销整合：概念框架和研究命题

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摘要

As for Mergers and Acquisitions (M&As), cross-border M&As are particularly problematic and complex. The most challenging issue is the integration of different management styles and departmental practices. Once the integration seeps deeper into functional levels, the M&A commitment offered at strategic level is faced with operational implementation challenges. 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 resources from two similar departments, particularly in a cross-border M&A context. Furthermore, existing research does not clearly highlight those factors that contribute to successful marketing integration. 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.
机译：至于并购（M＆A），跨境并购尤其成问题和复杂。最具挑战性的问题是不同管理风格和部门实践的整合。一旦整合深入到功能级别，则在战略级别提供的并购承诺将面临运营实施方面的挑战。市场营销部门的职能通常会大量参与此集成过程。与并购相关的营销整合研究很少关注合并两个类似部门的资源的过程，特别是在跨境并购的情况下。此外，现有研究并未明确强调那些有助于成功进行营销整合的因素。因此，本文讨论了跨国并购背景下的营销整合现象。协作，交互，营销协同和营销资源的重新部署是整合的前提。根据现有文献，提出了命题，并阐述了改善并购整合绩效的机制。

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