Review of Mergers and Acquisitions Research in Marketing

Abstract

Mergers and acquisitions (M&A) as an important business phenomenon, is not very familiar to many marketing scholars, and marketing is not the first functional area to enter managers’ mind when they think of M&A deals. This paper provides a survey on M&A related research published in top marketing journals. Linkages are made on how this research relates to M&A research in other disciplines and eight crucial research questions are identified in this area for future research. This survey should help readers appreciate the views of marketing researchers in the M&A field and incorporate M&A topics in their own research.

Keywords: merger and acquisition, innovation, brands, marketing strategy

JEL Classification: G34, O31, L10