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.

Representative 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 identical in quality.
• The price positioning of the offers of both companies was mainly identical.

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.