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A Marketing perspective on mergers and acquisitions: how marketing integration affects postmerger performance
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..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | American Marketing Association., |
|---|---|
| Edisi | - |
| Subjek | - |
| ISBN/ISSN | 222429 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |