University of Oulu

Bauer, F. , Rothermel, M. , Tarba, S. Y., Arslan, A. and Uzelac, B. (2019), Marketing Integration Decisions, Intermediate Goals and Market Expansion in Horizontal Acquisitions: How Marketing Fit Moderates the Relationships on Intermediate Goals. Brit J Manage. doi:10.1111/1467-8551.12364

Marketing integration decisions, intermediate goals and market expansion in horizontal acquisitions : how marketing fit moderates the relationships on intermediate goals

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Author: Bauer, Florian1; Rothermel, Marcella2; Tarba, Shlomo Y.3;
Organizations: 1Department of Entrepreneurship and Strategy, Lancaster University Management School, Lancaster, LA14YX, UK
2Department of Strategic Management, Marketing and Tourism, University of Innsbruck, 6020,Innsbruck, Austria
3Birmingham Business School, University of Birmingham, Birmingham, B15 2TY, UK
4Department of Marketing, Management and International Business, Oulu Business School, University ofOulu, Finland
5Department of Marketing, Copenhagen Business School, 2000, Fredriksberg, Denmark
Format: article
Version: accepted version
Access: embargoed
Persistent link: http://urn.fi/urn:nbn:fi-fe2019052116467
Language: English
Published: John Wiley & Sons, 2019
Publish Date: 2021-05-07
Description:

Abstract

Despite their enormous importance for value creation, marketing topics are broadly ignored in merger and acquisitions (M&A) research. Even though the internal aspects of M&A processes receive much research attention, marketing‐related integration decisions play an important role in customer retention and market expansion. In this paper, we develop a model that integrates core marketing integration decisions, intermediate goals and market expansion by considering the contingency of marketing fit. The theoretical framework was tested empirically through a sample of 82 horizontal acquisitions made by acquirers from German‐speaking countries. Our results show that there are no universally pertinent integration decisions; rather, there are important trade‐offs that, when aggregated, may explain the insignificant results achieved by commonly accepted success factors. Furthermore, intermediate goals mediate the relationship between integration decisions and market expansion. Implications for management research and practice are also discussed.

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Series: British journal of management
ISSN: 1045-3172
ISSN-E: 1467-8551
ISSN-L: 1045-3172
Volume: In press
DOI: 10.1111/1467-8551.12364
OADOI: https://oadoi.org/10.1111/1467-8551.12364
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Subjects:
Copyright information: © 2019 British Academy of Management. This is the peer reviewed version of the following article: Bauer, F., Rothermel, M. , Tarba, S. Y., Arslan, A. and Uzelac, B. (2019), Marketing Integration Decisions, Intermediate Goals and Market Expansion in Horizontal Acquisitions: How Marketing Fit Moderates the Relationships on Intermediate Goals. Brit J Manage. doi:10.1111/1467-8551.12364, which has been published in final form at https://doi.org/10.1111/1467-8551.12364. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.