Marketing Integration Decisions, Intermediate Goals and Market Expansion in Horizontal Acquisitions: How Marketing Fit Moderates the Relationships on Intermediate Goals

Florian Bauer, Marcella Rothermel, Shlomo Y. Tarba*, Ahmad Arslan, Borislav Uzelac

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


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.
Original languageEnglish
JournalBritish Journal of Management
Issue number4
Pages (from-to)896-917
Number of pages22
Publication statusPublished - Oct 2020

Bibliographical note

Published online: May 7, 2019

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