The role of product management in the success of mergers and acquisitions : analyzing Eaton's 2008 Phoenixtec Power Company Ltd. acquisition

Abstract

Mergers and acquisitions are important ways for multinational companies to expand and grow their business. This thesis studies the role of product management in the success of mergers and acquisitions by analyzing Eaton's 2008 Phoenixtec Power Company Ltd. acquisition. Using public information, market reports, internal documents and insider interviews, I explore four components of product management in the integration process, including product portfolio management, sales and marketing reorganizations, channel integration and brand architecture. For each component, the objectives of the integration, the methodology used by Eaton and the outcomes are examined. Moreover, the performance of the merged company in terms of sales revenue, profitability, market share, customer satisfaction and employee engagement are analyzed to demonstrate the overall success of this acquisition. My thesis ends with findings and recommendations for building a standard framework to align activities with strategic drivers, maintaining competitive advantages of the acquired company, leveraging the acquired resources to enhance overall capabilities, and respecting and motivating individual talent with local know-how.