Authors: Christina Öberg
Addresses: School of Business, Örebro University, SE-701 82 Örebro, Sweden; The Ratio Institute, P.O. Box 3203, SE-103 64 Stockholm, Sweden
Abstract: The merger and acquisition (M&A) literature remains scarce on descriptions about marketing integration. The few M&A studies focusing on marketing integration describe a one-type-fits-all integration. This paper develops a typology on marketing integration. The typology departs from the continuum between standardised products and customised services, and the continuum between transactional and relational exchanges with customers. Literature reviews and qualitative case studies functioned as data sources for the typology. The findings denote how the integration varies greatly, both in terms of degree of integration and in what could successfully be integrated based on variations in offerings and customer interactions. The paper contributes to the M&A literature and the previous scarce literature on marketing related to M&As.
Keywords: integration; marketing; merger and acquisition; M&A; typology.
International Journal of Comparative Management, 2018 Vol.1 No.1, pp.91 - 105
Received: 11 Aug 2017
Accepted: 12 Oct 2017
Published online: 20 Apr 2018 *