The importance of defining marketing strategies in the merger and incorporation processes of companies is one of the topics on the agenda during the 2011 HSM ExpoManagement. The topic will be addressed by the coordinator of the ESPM postgraduate center, Antonio Jesus Cosenza, according to with information present in a report on the HSM portal.
The focus of the lecture, as stated in the article, will be the understanding of how a good corporate marketing policy can minimize the clash between corporate cultures in incorporation processes. To illustrate the theme, Consenza will explain two cases. One in which marketing collaborated with the integration and another in which the measures were not successful.
In an interview with the HSM portal, Antonio Jesus Consenza mentions that the better and more developed a company's culture is, the better the merger process. The professor, however, also highlights that the process becomes more complex if the organizational cultures of the companies in the process of merging are very different.
Another important tip brought by the ESPM coordinator in the HSM portal report is humility on the part of the purchasing company. “It is necessary for the developer to observe what must be maintained and absorbed from the new business”, warns Cosenza according to HSM. HSM ExpoManagement takes place between the 7th and 9th of November in São Paulo.
With information from the HSM Portal
