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Customer relationship challenges following international acquisitions
Lund University, Lund, Sweden.ORCID iD: 0000-0003-2632-6378
2014 (English)In: International Marketing Review, ISSN 0265-1335, E-ISSN 1758-6763, Vol. 31, no 3, 259-282 p.Article in journal (Refereed) Published
Abstract [en]

Purpose: An important task following international acquisitions is to coordinate customer relationships; that is, to organise customer interfaces and possibly establish new relationships between customers and the acquirer/the acquired party. Yet, such coordination may prove to be problematic, not the least since customers react to acquisitions. The purpose of this paper is to describe and discuss customer relationship coordination challenges following international acquisitions. Focus is placed on business-to-business customers in the country of the acquired party.

Design/methodology/approach: The paper is based on three case studies representing overlapping customers, customers of an acquired party new to the acquirer, and customers new to the acquired party. Non-standardised, face-to-face interviews were the main data source, and were complemented with secondary data such as newspaper items and annual reports.

Findings: Three main challenges are identified: internal competition and cannibalisation; customers not being interested in the new party; and the acquired party demonstrating its independence through customers.

Practical implications: Managerially, any coordination of customer relationships needs to be weighted towards risks for customer losses. It is important to maintain ties to customers – sales and maintenance staff, the product/service, etc. – if customers are to continue with the firm. It is also important that sales and maintenance staff see the benefits of the acquisition. Originality/value – While international acquisitions are a frequent means to reach new markets and customers, the problems of coordinating customer relationships following them have not been previously researched. Theoretically, the paper contributes to research through categorising and contextually explaining customer relationship coordination challenges in international acquisitions.

Place, publisher, year, edition, pages
Yorkshire, United Kingdom: Emerald Group Publishing Limited, 2014. Vol. 31, no 3, 259-282 p.
Keyword [en]
International, Customer relationship, Integration, Coordination, Acquisition
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:oru:diva-38031DOI: 10.1108/IMR-10-2012-0166ISI: 000341881400003Scopus ID: 2-s2.0-84899769678OAI: oai:DiVA.org:oru-38031DiVA: diva2:760481
Available from: 2014-11-04 Created: 2014-10-23 Last updated: 2017-03-01Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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