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      Propositions and Future Directions of Marketers’ Relationship Effectiveness in Mergers and Acquisitions Integration

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      Malaysian Management Journal

      UUM Press

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          Abstract

          Research on marketing integration related to mergers and acquisitions (M&A) has paid little attention to the combination of similar resources between two similar departments, particularly in the M&A context. Furthermore, existing research does not clearly demonstrate the role of relationship among marketers within the amalgamation process between acquirer and target firm. Hence, this paper addresses a few propositions that relate to strengthening the relationship effectiveness among the marketers in both firms, which at the same time uphold the M&A performance. Collaboration and interaction are proposed as drivers to increase optimistic relationship among the marketers. A quantitative research design is suggested as this method is not popular compared to qualitative methods such as case study, event-study and longitudinal approach in M&A. Drawing from the extant literature, propositions are developed and future directions are presented elaborating success factors to improve M&A integration performance.  

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          Author and article information

          Contributors
          Malaysia
          Malaysia
          Journal
          Malaysian Management Journal
          UUM Press
          March 01 2020
          : 16
          : 1-12
          Affiliations
          [1 ]UUM College of Law, Government and International Studies, Universiti Utara Malaysia
          Article
          10.32890/mmj.16.2012.8985

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