Cross-border mergers and acquisitions (M&As) are strategic business expansions across national boundaries, which provide bundle of resources and opportunity for growth strategies, however can prove rather problematic and complex. One of the most complex stages in cross-border M&As is when two firms are in the integration process. The most challenging part in a cross-border M&A, is the integration of two different firms that feature different management styles and organizational cultures. Once the integration seeps deeper into functional levels, the strategic level M&A commitment is faced with operational implementation issues. The marketing department is usually heavily involved in this integration process. These are the people who create and generate the sales which thereby increase the income of the combined firm. However, research on marketing integration related to M&As has paid little attention to the amalgamation of similar resources from two similar departments, particularly in the cross-border M&A context. Furthermore, the existing research does not clearly demonstrate the success factors that contribute to the marketing integration process in cross-border M&As. Hence, this thesis explores the role of the antecedents that influence the marketing integration process in cross-border M&As. Results indicate a significant impact on integration from marketing synergy and the redeployment of marketing resources. Meanwhile there is a striking result pertaining to the relationship between interaction and the speed of integration which is significant but negatively to influence the marketing integration process. In addition, cost savings and relationship effectiveness among the marketers of both the acquirer and the acquired firms are found to be highly significant and to positively support the M&A performance. This means that the commitment of the marketers from both firms relies on a close relationship in order to uphold the integration synergy while at the same time reducing cost and improving M&A performance.

Background and problem discussion: Today companies literally fight for consumers' attention. Competition has forced both marketers and companies to seek new unconventional ways to communicate with the market. This has lead to the development of the phenomenon known as social media. This form of media describes a selection of user generated content created by consumers’ to educate each other about products, brands, services, personalities and issues. Social media have become a major factor in influencing different aspects of consumer behavior including awareness, information acquisition, opinions, attitudes, purchase behavior, and post-purchase communication and evaluation. Purpose: Our study focuses on describing how and explaining why companies use social media in their marketing communication strategy. Methodology: We have used a hermeneutic and qualitative approach in our study. Our research is both descriptive and explanatory. The study is also of an abductive nature, relying on empirical data and theoretical conceptions. Our empirical data was collected through a personal interview with our case company, and through the company’s social media applications. Conclusions: Companies should use social media in their marketing communications because it allows them to inform their customers and create a two-way communication. This communication can help companies to influence consumers and differentiate themselves. It can also help strengthen the corporate identity, build confidence for the company as well as create relationships. Social media is a cost effective way to become global and create reach.

Since year 2004, the advantage of low material cost in Southeast Asia and Mainland China have enabled them to hold standard fastener market. Taiwan¡¦s manufacturers have thus changed and even lost their competitiveness on standard fastener parts due to the increasing cost. The only way to face this global trend is to keep away from the price competition and adopt an active marketing strategy such as making use of fasteners¡¦ association and convenient internet. These two advantages not only integrate Taiwan¡¦s suppliers but allow them to do a long-term marketing strategy to their customers, provide them with better service and further satisfy customers¡¦ needs. The standard parts have been the main products of big manufacturers since post 80s as the market demand a bigger quantity of the standard parts than the special ones. For that reason, big manufacturers lacked the experience of producing nonstandard parts. They concerned about utilization ratio, so they spent less time in researching and developing special parts. On the contrary, the facility restriction made small manufacturers incapability of making big quantities of standard parts, then forced them to spend more time developing special parts. However, they were not capable of selling their products overseas but to depend on trading companies to push their products all over the world. This in-depth research generalizes company A¡¦s marketing integration strategy, which satisfy its customers and keep its growth rate without being threatened by low-cost countries like Southeast Asia and Mainland China and so on. This strategy includes relationship marketing plus support of suppliers. Based on trust and commitment, Company A gets to connect and build a long-term beneficiary relationship with its customers. In addition, the ability and integration of suppliers play an important role in fulfilling the marketing integration strategy.

Il presente lavoro di tesi ha l’obiettivo di approfondire la conoscenza dei diversi aspetti del marketing del food & beverage, in considerazione dei molteplici cambiamenti occorsi e derivanti non solo dalla tecnologia ma anche dalle preferenze dei consumatori. A tal proposito, la ricerca adotta una triplice prospettiva, prendendo in considerazione l’analisi degli attori fondamentali esperti delle dinamiche del settore: gli insegnanti di educazione alimentare nelle scuole italiene; i professionisti di marketing, trade marketing e vendite nei loro processi di integrazione; le startup digitali coinvolte nello sviluppo di progetti che innovano i canali e le modalità distributivi. Pertanto, ogni capitolo di questo lavoro si focalizza in modo indipendente su ognuno degli attori proposti, presentando evidenze empiriche e spunti di ricerca futuri. L’obiettivo dell’intero studio è dunque di analizzare l’evoluzione del settore food & beverage a livello empirico e di fornire degli avanzamenti dal punto di vista teorico. / This research project deepens the knowledge around many aspects of the marketing of the food and beverage industry to address the new challenges deriving from both incremental and disruptive changes and more unpredictable consumers’ preferences. The research adopts different perspectives of three fundamental actors: consumers, established firms, and new ventures. The first study examines teachers’ perceptions and feelings around nutrition education, to what extent these professional figures can affect students’ behavior and how they perceive the relationship with families. The second study focuses on the integration of marketing, trade marketing, and sales functions within established firms. The third paper analyzes digital startups, and it contributes to the entrepreneurial literature on startups development and survival and the development of dynamic capabilities. The aim of the study is twofold, both empirical and theoretical. At a more empirical level, the goal is to provide an in-depth understanding of the evolution of marketing in the changing and complex environment of the food and beverage system, regarding competition, channels and institutions and consumers. At a theoretical level, it tries to provide some explanatory propositions for each analyzed setting.