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

Research output: Contribution to journalArticlepeer-review


  • Florian Bauer
  • Marcella Rothermel
  • Shlomo Tarba
  • Ahmad Arslan
  • Borislav Uzelac

External organisations

  • Department of Entrepreneurship and Strategy, Lancaster University Management School
  • University of Innsbruck
  • University of Oulu
  • Copenhagen Business School


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
Publication statusAccepted/In press - 2019