Relatedness of Firms’ Market Positioning Scale

What it measures

Five-item scale measuring the extent to which two merging firms’ offerings were similar prior to a merger or acquisition, across five dimensions: customer needs satisfied, technology base, quality level, distribution channels, and price positioning. Serves as a moderator of the relationship between marketing integration processes and performance outcomes in M&A.

Response format

7-point scale (1 = strongly disagree, 7 = strongly agree)

Scale items

• The products/services of both companies were focused on the satisfaction of the same customer needs.
• The products/services of both companies were mainly based on the same technologies.
• The products/services of both companies were mainly identical in quality.
• The products/services of both companies were mainly sold through the same distribution channels.
• The price positioning of the offers of both companies was mainly identical.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Composite reliability = .85; average variance extracted = .53. Based on Achrol (1992) and adapted to the M&A market positioning context. Moderates the integration extent–cost savings relationship (high RMP amplifies positive effect, H8a) and the integration speed–market performance relationship (high RMP weakens positive effect, H8b). Validated in 232 horizontal M&A.

Recommended companion scales

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.

Keywords