The browser you are using is not supported by this website. All versions of Internet Explorer are no longer supported, either by us or Microsoft (read more here: https://www.microsoft.com/en-us/microsoft-365/windows/end-of-ie-support).

Please use a modern browser to fully experience our website, such as the newest versions of Edge, Chrome, Firefox or Safari etc.

Customer relationship challenges following international acquisitions

På svenska

Author

  • Christina Öberg

Summary, in English

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.

Publishing year

2014

Language

English

Pages

259-282

Publication/Series

International Marketing Review

Volume

31

Issue

3

Document type

Journal article

Publisher

Emerald Group Publishing Limited

Topic

  • Business Administration

Keywords

  • International
  • Customer relationship
  • Integration
  • Coordination
  • Acquisition

Status

Published

ISBN/ISSN/Other

  • ISSN: 0265-1335