A Marketing Perspective on Mergers and Acquisitions : How Marketing Integration Affects Postmerger Performance

Research German OPEN
Homburg, Christian; Bucerius, Matthias;
(2004)
  • Publisher: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
  • Subject: 330 Wirtschaft

Previous research on mergers and acquisitions (M&A) has neglected marketing issues by and large. This paper examines the effects of post merger integration (PMI) in marketing (ex tent and speed of marketing integration) on M&A performance mediated by integration outc... View more
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