Speed of Marketing Integration Scale
SI-MASpeed of Postmerger Marketing Integration
8 items
2005
α 0.82
Free
Homburg, C., & Bucerius, M.
What it measures
Measures the speed with which intended marketing integration was completed across eight marketing facets following a merger or acquisition. Parallel form to EI-MA (1836): same eight items but assessing time-to-completion rather than degree achieved. Higher scores indicate faster integration. Captures integration speed in products/services, new product development, pricing, communication, sales system, sales force management, information systems, and internal marketing support.
Response format
5-point scale (1 = more than 24 months, 2 = 19–24 months, 3 = 13–18 months, 4 = 6–12 months, 5 = less than 6 months)
Scale items
- How long did it take to complete the intended integration of the following aspects? (1) Products/services offered (e.g., harmonization of product ranges, brand names)
- How long did it take to complete the intended integration of the following aspects? (2) New product development
- How long did it take to complete the intended integration of the following aspects? (3) Prices (e.g., harmonization of the price positioning)
- How long did it take to complete the intended integration of the following aspects? (4) Communication (e.g., harmonization of advertisement)
- How long did it take to complete the intended integration of the following aspects? (5) Sales system (e.g., harmonization of sales channels, sales partners, sales offices)
- How long did it take to complete the intended integration of the following aspects? (6) Sales force management (e.g., harmonization of the incentive and provision systems)
- How long did it take to complete the intended integration of the following aspects? (7) Information systems (e.g., harmonization of the marketing/sales information systems)
- How long did it take to complete the intended integration of the following aspects? (8) Internal marketing/sales support
Full scale items shown. Always cite the original source when using this scale in research.
Usage notes & scoring
Composite reliability = .89; average variance extracted = .58. Parallel form to EI-MA (1836). New product development item has lowest individual reliability (.40). Validated in a sample of 232 horizontal M&A. Study found integration speed positively associated with market-related performance (β = .20, p < .01), suggesting faster integration reduces customer uncertainty.
Recommended companion scales
EI-MAMCSCOIRMP
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
#mergersandacquisitions#integrationspeed#postmerger#M&A#B2B#marketingstrategy