1. M a r k e t i n g , S t r a t e g y &M a n a g e m e n tM&A v s Ma r C omRonald van Haaften MBAwww.van-haaften.nlBuilding and properly managing brand equityhas become a priority for companies of all sizes,in all types of industries, in all types of markets.After all, from strong brand equity flowcustomer loyalty and profits. The rewards ofhaving a strong corporate brand are clear.This section will highlight the role of marketingcommunication within Mergers & Acquisitions.

2. Whats in it ? M&A the speed of change The change paradox Marketing communication Communication > Managing perceptionsM a r k e t i n g , S t r a t e g y & M a n a g e m e n t 3. The role of marketing in M&AThe role and influence of marketing before, during andafter a merger and acquisition (M&A) is significant.Fulfilment depends upon the nature of M&A; Both organisations remain independent Either organisation merges full to the other An intermediate formThe influence of marketing is by far the greatest undercircumstance 2 & 3M a r k e t i n g , S t r a t e g y & M a n a g e m e n t 4. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t 5. M&A the speed of changeFAST : StructuresM a r k e t i n g , S t r a t e g y & M a n a g e m e n t1. Policy2. Structure3. Process4. StrategySLOW : Culture1. Rituals2. Symbols3. Heroes4. Values 6. The change paradox We often change what can be changed easily,destroying sustainable art of the one before us. Start to change one element right forever,instead of many easy elements right temporarily. Start with a focus on those elements that are mostdifficult to change, the easy ones will follow automatically.M a r k e t i n g , S t r a t e g y & M a n a g e m e n t 7. Critical succes factor #1 : CommunicationM a r k e t i n g , S t r a t e g y & M a n a g e m e n t 8. CommunicationIt is the role of marketing to inform, unfreeze and prepare the organization forupcoming changes and future organizational dynamics. Behold the birth ofmarketing communication into three sections;M a r k e t i n g , S t r a t e g y & M a n a g e m e n t 9. The willingness to changeAttitudeNormBehavioralcontrolIntentionBehaviorResultWillingness to changeRegarding the organizationalchange you should increasethe willingness to change byhaving a strong focus at :1. Attitude2. Behavioral control.M a r k e t i n g , S t r a t e g y & M a n a g e m e n t 10. Understand the resistant for changeinformCommunicationCommunicationengage involveParticipationM a r k e t i n g , S t r a t e g y & M a n a g e m e n t 11. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t 12. Leverage = Competences + Trust^2IntentionIntegrityBehaviorCapability CapabilityResultM a r k e t i n g , S t r a t e g y & M a n a g e m e n tT r u s t = C r e d i b i l i t yKnowledgeC o m p e t e n c e 13. Leverage = Willingness to changeIntegrityCapabilityIntentionResultBehaviorM a r k e t i n g , S t r a t e g y & M a n a g e m e n tT r u s t = C r e d i b i l i t yKnowledgeCapabilityC o m p e t e n c e 14. Leverage = Willingness to changeIntentionKnowledgeResultBehaviorM a r k e t i n g , S t r a t e g y & M a n a g e m e n tC o m p e t e n c ePlease make sure you are aware ofthe extent of interdependency ofthe models! 15. Leverage = Competences + Trust^2IntegrityCapabilityIntentionResultBehaviorM a r k e t i n g , S t r a t e g y & M a n a g e m e n tT r u s t = C r e d i b i l i t yKnowledgeCapabilityC o m p e t e n c e 16. The speed of trustHaving said all of that, if we all understand that the speed trust is a real accelerator andhygiene factor #1, thereby understand that you need to earn trust as a token ofappreciation for your performance and integrity acting, we know what to do first withinour scope of change management:1. Gain trust within the organisation.2. Be peaceful, understandable, and reachable and show empathy.3. Be as open minded as possible and do it as soon as possible.4. Anticipate to every question raised and say if you do not know the answer (yet).5. Deliver the (latent) needs.6. Be consistent and if you are wrong, instantly repair it.7. Show your audience what you're doing.8. Do not tell your story, but what people are looking for and want to know.9. Your audience consists only of experts, they will recognize dishonesty.Success on your challenging journey!........ And remember>>>M a r k e t i n g , S t r a t e g y & M a n a g e m e n t 17. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t 18. Feedback? > Twitter @rovahaThanks for joining me on this journeySlides available on:www.slideshare.netwww.van-haaften.nlM a r k e t i n g , S t r a t e g y & M a n a g e m e n t