Extent of Marketing Integration Scale

What it measures

Measures the extent to which marketing systems, structures, activities, and processes were made similar between two firms following a horizontal merger or acquisition. Items tap eight marketing facets: product/service offering, new product development, pricing, communication, sales system, sales force management, information systems, and internal marketing support. Higher scores indicate greater harmonisation between the two organisations’ marketing approaches.

Representative items

• Products/services offered (e.g., harmonization of product ranges, brand names)
• Sales system (e.g., harmonization of sales channels, sales partners, sales offices)
• Sales force management (e.g., harmonization of the incentive and provision systems)

Citation

Homburg, C., & Bucerius, M. (2005). A marketing perspective on mergers and acquisitions: How marketing integration affects postmerger performance. Journal of Marketing, 69(1), 95–113.