There is considerable evidence that many M&As fail. Estimated failure rates goes usually from 60 to 80 per cent. Despite the increased attention on post-merger integration (PMI), dynamics of how two firms’ marketing strategies are integrated have been largely neglected. Considering that M&A activity is predicted to increase as more CEOs use M&A strategies to grow/exit their business, also marketing and communications for post-acquisitions are expected to gain proper focus and attention.
Nevertheless the lack of attention given today to marketing issues is interestingly in contrast with the findings of merger failures’ analysis, which indicate lack of proper communications, content strategy and customer retention activities among the major reasons of such failures. Customers in fact tend to stop investments and put their relationships on hold, until a clear message is delivered by the firms.
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