Speed of Marketing Integration Scale

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.

Representative items

• How long did it take to complete the intended integration of products/services offered (e.g., harmonization of product ranges, brand names)?
• How long did it take to complete the intended integration of the sales system (e.g., harmonization of sales channels, sales partners, sales offices)?
• How long did it take to complete the intended integration of prices (e.g., harmonization of the price positioning)?

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.