{"id":17530,"date":"2013-08-07T13:39:19","date_gmt":"2013-08-07T13:39:19","guid":{"rendered":"http:\/\/novosite.stratec.com.br\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\/"},"modified":"2026-02-24T15:08:14","modified_gmt":"2026-02-24T18:08:14","slug":"the-role-of-marketing-in-mergers-and-acquisitions","status":"publish","type":"post","link":"https:\/\/actiosoftware.com\/en\/blog\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\/","title":{"rendered":"The role of marketing in mergers and acquisitions"},"content":{"rendered":"<p>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.<\/p>\n<p>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.<\/p>\n<p>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.<\/p>\n<p>Another important tip brought by the ESPM coordinator in the HSM portal report is humility on the part of the purchasing company. \u201cIt is necessary for the developer to observe what must be maintained and absorbed from the new business\u201d, warns Cosenza according to HSM. HSM ExpoManagement takes place between the 7th and 9th of November in S\u00e3o Paulo.<\/p>\n<p>With information from the HSM Portal<\/p>","protected":false},"excerpt":{"rendered":"<p>Understand the importance of defining marketing strategies in the processes of merging and incorporating companies <\/p>","protected":false},"author":10,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[580],"tags":[],"Idioma-posts":[1169,1168,1167],"class_list":["post-17530","post","type-post","status-publish","format-standard","hentry","category-outros","idioma-posts-espanhol","idioma-posts-ingles","idioma-posts-portugues"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>O papel do marketing nas fus\u00f5es e aquisi\u00e7\u00f5es - Actio<\/title>\n<meta name=\"description\" content=\"Entenda a import\u00e2ncia da defini\u00e7\u00e3o de estrat\u00e9gias de marketing nos processos de fus\u00e3o e incorpora\u00e7\u00e3o de empresas\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/actiosoftware.com\/en\/blog\/the-role-of-marketing-in-mergers-and-acquisitions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O papel do marketing nas fus\u00f5es e aquisi\u00e7\u00f5es\" \/>\n<meta property=\"og:description\" content=\"Entenda a import\u00e2ncia da defini\u00e7\u00e3o de estrat\u00e9gias de marketing nos processos de fus\u00e3o e incorpora\u00e7\u00e3o de empresas\" \/>\n<meta property=\"og:url\" content=\"https:\/\/actiosoftware.com\/en\/blog\/the-role-of-marketing-in-mergers-and-acquisitions\/\" \/>\n<meta property=\"og:site_name\" content=\"Actio\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/actiobrasil\" \/>\n<meta property=\"article:published_time\" content=\"2013-08-07T13:39:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-24T18:08:14+00:00\" \/>\n<meta name=\"author\" content=\"Guilherme Barbassa\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Guilherme Barbassa\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/actiosoftware.com\\\/blog\\\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/actiosoftware.com\\\/blog\\\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\\\/\"},\"author\":{\"name\":\"Guilherme Barbassa\",\"@id\":\"https:\\\/\\\/actiosoftware.com\\\/#\\\/schema\\\/person\\\/cf23461d8ee5c5a8df7a56866d4ecf65\"},\"headline\":\"O papel do marketing nas fus\u00f5es e aquisi\u00e7\u00f5es\",\"datePublished\":\"2013-08-07T13:39:19+00:00\",\"dateModified\":\"2026-02-24T18:08:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/actiosoftware.com\\\/blog\\\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\\\/\"},\"wordCount\":256,\"publisher\":{\"@id\":\"https:\\\/\\\/actiosoftware.com\\\/#organization\"},\"articleSection\":[\"Outros\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/actiosoftware.com\\\/blog\\\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\\\/\",\"url\":\"https:\\\/\\\/actiosoftware.com\\\/blog\\\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\\\/\",\"name\":\"O papel do marketing nas fus\u00f5es e aquisi\u00e7\u00f5es - Actio\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/actiosoftware.com\\\/#website\"},\"datePublished\":\"2013-08-07T13:39:19+00:00\",\"dateModified\":\"2026-02-24T18:08:14+00:00\",\"description\":\"Entenda a import\u00e2ncia da defini\u00e7\u00e3o de estrat\u00e9gias de marketing nos processos de fus\u00e3o e incorpora\u00e7\u00e3o de empresas\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/actiosoftware.com\\\/blog\\\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/actiosoftware.com\\\/blog\\\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/actiosoftware.com\\\/blog\\\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"In\u00edcio\",\"item\":\"https:\\\/\\\/actiosoftware.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"O papel do marketing nas fus\u00f5es e aquisi\u00e7\u00f5es\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/actiosoftware.com\\\/#website\",\"url\":\"https:\\\/\\\/actiosoftware.com\\\/\",\"name\":\"Actio\",\"description\":\"Softwares para gest\u00e3o estrat\u00e9gica\",\"publisher\":{\"@id\":\"https:\\\/\\\/actiosoftware.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/actiosoftware.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/actiosoftware.com\\\/#organization\",\"name\":\"Actio\",\"url\":\"https:\\\/\\\/actiosoftware.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/actiosoftware.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/actiosoftware.com\\\/wp-content\\\/uploads\\\/2020\\\/02\\\/logo-150x37-3.png\",\"contentUrl\":\"https:\\\/\\\/actiosoftware.com\\\/wp-content\\\/uploads\\\/2020\\\/02\\\/logo-150x37-3.png\",\"width\":150,\"height\":37,\"caption\":\"Actio\"},\"image\":{\"@id\":\"https:\\\/\\\/actiosoftware.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/actiobrasil\",\"https:\\\/\\\/www.instagram.com\\\/actiobrasil\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/actiosoftware\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/actiosoftware.com\\\/#\\\/schema\\\/person\\\/cf23461d8ee5c5a8df7a56866d4ecf65\",\"name\":\"Guilherme Barbassa\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c8a028cc83375c38ab9e78ddd4576e09a165b689ef24a52f1b6c7c474034ae50?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c8a028cc83375c38ab9e78ddd4576e09a165b689ef24a52f1b6c7c474034ae50?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c8a028cc83375c38ab9e78ddd4576e09a165b689ef24a52f1b6c7c474034ae50?s=96&d=mm&r=g\",\"caption\":\"Guilherme Barbassa\"},\"description\":\"Guilherme Barbassa \u00e9 CEO da Actio Software, com mais de 20 anos de experi\u00eancia em gest\u00e3o estrat\u00e9gica e transforma\u00e7\u00e3o empresarial. Atua na integra\u00e7\u00e3o entre estrat\u00e9gia, governan\u00e7a e tecnologia, apoiando a alta lideran\u00e7a na constru\u00e7\u00e3o de sistemas de gest\u00e3o orientados a resultados.\",\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/guilherme-barbassa-247b8932\\\/\"],\"url\":\"https:\\\/\\\/actiosoftware.com\\\/en\\\/blog\\\/author\\\/guiceo\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The role of marketing in mergers and acquisitions - Actio","description":"Understand the importance of defining marketing strategies in the processes of merging and incorporating companies","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/actiosoftware.com\/en\/blog\/the-role-of-marketing-in-mergers-and-acquisitions\/","og_locale":"en_US","og_type":"article","og_title":"O papel do marketing nas fus\u00f5es e aquisi\u00e7\u00f5es","og_description":"Entenda a import\u00e2ncia da defini\u00e7\u00e3o de estrat\u00e9gias de marketing nos processos de fus\u00e3o e incorpora\u00e7\u00e3o de empresas","og_url":"https:\/\/actiosoftware.com\/en\/blog\/the-role-of-marketing-in-mergers-and-acquisitions\/","og_site_name":"Actio","article_publisher":"https:\/\/www.facebook.com\/actiobrasil","article_published_time":"2013-08-07T13:39:19+00:00","article_modified_time":"2026-02-24T18:08:14+00:00","author":"Guilherme Barbassa","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Guilherme Barbassa","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/actiosoftware.com\/blog\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\/#article","isPartOf":{"@id":"https:\/\/actiosoftware.com\/blog\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\/"},"author":{"name":"Guilherme Barbassa","@id":"https:\/\/actiosoftware.com\/#\/schema\/person\/cf23461d8ee5c5a8df7a56866d4ecf65"},"headline":"O papel do marketing nas fus\u00f5es e aquisi\u00e7\u00f5es","datePublished":"2013-08-07T13:39:19+00:00","dateModified":"2026-02-24T18:08:14+00:00","mainEntityOfPage":{"@id":"https:\/\/actiosoftware.com\/blog\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\/"},"wordCount":256,"publisher":{"@id":"https:\/\/actiosoftware.com\/#organization"},"articleSection":["Outros"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/actiosoftware.com\/blog\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\/","url":"https:\/\/actiosoftware.com\/blog\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\/","name":"The role of marketing in mergers and acquisitions - Actio","isPartOf":{"@id":"https:\/\/actiosoftware.com\/#website"},"datePublished":"2013-08-07T13:39:19+00:00","dateModified":"2026-02-24T18:08:14+00:00","description":"Understand the importance of defining marketing strategies in the processes of merging and incorporating companies","breadcrumb":{"@id":"https:\/\/actiosoftware.com\/blog\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/actiosoftware.com\/blog\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/actiosoftware.com\/blog\/o-papel-do-marketing-nas-fusoes-e-aquisicoes\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"In\u00edcio","item":"https:\/\/actiosoftware.com\/"},{"@type":"ListItem","position":2,"name":"O papel do marketing nas fus\u00f5es e aquisi\u00e7\u00f5es"}]},{"@type":"WebSite","@id":"https:\/\/actiosoftware.com\/#website","url":"https:\/\/actiosoftware.com\/","name":"Actio","description":"Softwares para gest\u00e3o estrat\u00e9gica","publisher":{"@id":"https:\/\/actiosoftware.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/actiosoftware.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/actiosoftware.com\/#organization","name":"Actio","url":"https:\/\/actiosoftware.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/actiosoftware.com\/#\/schema\/logo\/image\/","url":"https:\/\/actiosoftware.com\/wp-content\/uploads\/2020\/02\/logo-150x37-3.png","contentUrl":"https:\/\/actiosoftware.com\/wp-content\/uploads\/2020\/02\/logo-150x37-3.png","width":150,"height":37,"caption":"Actio"},"image":{"@id":"https:\/\/actiosoftware.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/actiobrasil","https:\/\/www.instagram.com\/actiobrasil\/","https:\/\/www.linkedin.com\/company\/actiosoftware\/"]},{"@type":"Person","@id":"https:\/\/actiosoftware.com\/#\/schema\/person\/cf23461d8ee5c5a8df7a56866d4ecf65","name":"Guilherme Barbassa","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/c8a028cc83375c38ab9e78ddd4576e09a165b689ef24a52f1b6c7c474034ae50?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c8a028cc83375c38ab9e78ddd4576e09a165b689ef24a52f1b6c7c474034ae50?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c8a028cc83375c38ab9e78ddd4576e09a165b689ef24a52f1b6c7c474034ae50?s=96&d=mm&r=g","caption":"Guilherme Barbassa"},"description":"Guilherme Barbassa is CEO of Actio Software, with over 20 years of experience in strategic management and business transformation. He works in the integration between strategy, governance, and technology, supporting senior leadership in building results-oriented management systems.","sameAs":["https:\/\/www.linkedin.com\/in\/guilherme-barbassa-247b8932\/"],"url":"https:\/\/actiosoftware.com\/en\/blog\/author\/guiceo\/"}]}},"_links":{"self":[{"href":"https:\/\/actiosoftware.com\/en\/wp-json\/wp\/v2\/posts\/17530","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/actiosoftware.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/actiosoftware.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/actiosoftware.com\/en\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/actiosoftware.com\/en\/wp-json\/wp\/v2\/comments?post=17530"}],"version-history":[{"count":1,"href":"https:\/\/actiosoftware.com\/en\/wp-json\/wp\/v2\/posts\/17530\/revisions"}],"predecessor-version":[{"id":66672,"href":"https:\/\/actiosoftware.com\/en\/wp-json\/wp\/v2\/posts\/17530\/revisions\/66672"}],"wp:attachment":[{"href":"https:\/\/actiosoftware.com\/en\/wp-json\/wp\/v2\/media?parent=17530"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/actiosoftware.com\/en\/wp-json\/wp\/v2\/categories?post=17530"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/actiosoftware.com\/en\/wp-json\/wp\/v2\/tags?post=17530"},{"taxonomy":"idioma-posts","embeddable":true,"href":"https:\/\/actiosoftware.com\/en\/wp-json\/wp\/v2\/Idioma-posts?post=17530"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}