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By Ronald van Haaften
The role of marketing in mergers and acquisitions
The purpose of this exercise is to create a common understanding of one of the roles of marketing communication in merger and acquisition processes. Leaving aside all the marketing strategies, structures, processes, and so on, it always comes back to mutual dependencies and the interaction between people. We can identify three hygiene factors: (1) trust, (2) acceptance and (3) communication. As with all sorts of organisations (small and big) merging is often a melting pot of different cultures which can easily turn into a political snake pit and is very hard to turnaround.
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