Identifying effective mechanisms for marketing integration process to Malaysian acquirers
Marketing integration in mergers and acquisitions (M&As) is an important avenue in ensuring the survival of the combined firms. This can be achieved by compressing and redeploying all marketing resources from both sides; the acquirer and acquired firm. Perhaps, marketing integration is a backbon...
| Main Authors: | , |
|---|---|
| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2011
|
| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/4266/1/MoH.pdf |
| _version_ | 1825740292292083712 |
|---|---|
| author | Jedin, Mohd. Haniff Md. Saad, Norsafinas |
| author_facet | Jedin, Mohd. Haniff Md. Saad, Norsafinas |
| author_sort | Jedin, Mohd. Haniff |
| collection | UUM |
| description | Marketing integration in mergers and acquisitions (M&As) is an important avenue in ensuring the survival of the combined firms. This can be achieved by compressing and redeploying all marketing resources from both sides; the acquirer and acquired firm. Perhaps, marketing integration is a backbone of firm combination due to its nature which potentially to generate higher revenue of the newly-combined firm. Yet, the existing study does not clearly investigate mechanisms that contribute to the marketing integration process in cross-border M&As. The purpose of this study is to explore the effective mechanisms that can improve the marketing integration process in cross-border M&As. Thus, marketers' collaboration, interaction, marketing synergy and redeployment of marketing resources were propose as key mechanisms in marketing integration process in cross-border M&As. Result indicates that marketing synergy and redeployment of marketing resources have strong significant impact towards the extent of integration. Meanwhile, there is a striking result pertaining to the relationships between interaction and the speed of integration which is significantly important but negatively influenced. |
| first_indexed | 2024-07-04T05:24:19Z |
| format | Conference or Workshop Item |
| id | uum-4266 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T05:24:19Z |
| publishDate | 2011 |
| record_format | eprints |
| spelling | uum-42662020-11-16T06:28:46Z https://repo.uum.edu.my/id/eprint/4266/ Identifying effective mechanisms for marketing integration process to Malaysian acquirers Jedin, Mohd. Haniff Md. Saad, Norsafinas HF Commerce Marketing integration in mergers and acquisitions (M&As) is an important avenue in ensuring the survival of the combined firms. This can be achieved by compressing and redeploying all marketing resources from both sides; the acquirer and acquired firm. Perhaps, marketing integration is a backbone of firm combination due to its nature which potentially to generate higher revenue of the newly-combined firm. Yet, the existing study does not clearly investigate mechanisms that contribute to the marketing integration process in cross-border M&As. The purpose of this study is to explore the effective mechanisms that can improve the marketing integration process in cross-border M&As. Thus, marketers' collaboration, interaction, marketing synergy and redeployment of marketing resources were propose as key mechanisms in marketing integration process in cross-border M&As. Result indicates that marketing synergy and redeployment of marketing resources have strong significant impact towards the extent of integration. Meanwhile, there is a striking result pertaining to the relationships between interaction and the speed of integration which is significantly important but negatively influenced. 2011-09 Conference or Workshop Item NonPeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/4266/1/MoH.pdf Jedin, Mohd. Haniff and Md. Saad, Norsafinas (2011) Identifying effective mechanisms for marketing integration process to Malaysian acquirers. In: International Conference on Marketing Studies (ICMS 2011), Sep 9 - 11, 2011 , Kuala Lumpur, Malaysia. (Unpublished) http://www.marketing-studies.org/ |
| spellingShingle | HF Commerce Jedin, Mohd. Haniff Md. Saad, Norsafinas Identifying effective mechanisms for marketing integration process to Malaysian acquirers |
| title | Identifying effective mechanisms for marketing integration process to Malaysian acquirers |
| title_full | Identifying effective mechanisms for marketing integration process to Malaysian acquirers |
| title_fullStr | Identifying effective mechanisms for marketing integration process to Malaysian acquirers |
| title_full_unstemmed | Identifying effective mechanisms for marketing integration process to Malaysian acquirers |
| title_short | Identifying effective mechanisms for marketing integration process to Malaysian acquirers |
| title_sort | identifying effective mechanisms for marketing integration process to malaysian acquirers |
| topic | HF Commerce |
| url | https://repo.uum.edu.my/id/eprint/4266/1/MoH.pdf |
| work_keys_str_mv | AT jedinmohdhaniff identifyingeffectivemechanismsformarketingintegrationprocesstomalaysianacquirers AT mdsaadnorsafinas identifyingeffectivemechanismsformarketingintegrationprocesstomalaysianacquirers |