Navigating Company Acquisitions: When and Why? Merger or Maintain Independence?
When one company acquires another, the leaders face a crucial strategic decision – merge the acquired entity or retain it as a separate unit. Both pathways present pros and cons, and several factors must be considered. Not to mention the situation when a bigger company acquires several smaller companies over the course of months. This is the case with Swiss independent corporate venture builder, Creative Dock, which bought four companies from different countries in just twelve months.
Words by Majd Aldeen Masriah, Photos by Shutterstock, Creative Dock archive
Why more than organic growth may be needed in business
Organic growth is excellent. But it’s time-consuming. And if you want to expand, you can’t invest years just to establish your business in each new market. “We needed to accelerate our growth and impact to increase our expertise and service portfolio. Rapidly. Such a thing is only possible by well-selected acquisitions,” explains Martin Pejsa, Creative Dock’s co-founder and Executive Chairman, about the reasons leading to acquisitions in the particular case of his corporate company builder. He speaks from experience, not just sharing part of his business plans. It was these successful acquisitions that turned the European corporate venture builder into the most significant independent player in its category in Europe and the MENA region.
What to take into account before any acquisitions
Of course, the situation is slightly different for each business sector or industry. Before considering acquisition and acceleration, it is, of course, essential to take several factors into account and have a perfect understanding of their actual state:
- The company's financial situation – whether the acquisition is even possible.
- The state of the market and its expected development – whether the current growth will continue and the acquisition will be worthwhile.
- But it is also essential to consider how the market will react to the acquisition. Your new venture may be so big that it changes market conditions. And it might not always be in your favour.
How can Strategy Foresight help your M&A growth?
It is undoubtedly an excellent idea to build on existing data and market research before making a significant move such as an acquisition. But you also need to look at future developments; classic planning or analysis of existing trends will do little to help. On the other hand, strategic foresight, which can predict even the specific nature of trends' development, can be crucial. It has become a standard part of the strategic planning of large brands - many of which trust an established German brand, Rohrbeck Heger (one of the companies that has just expanded the Creative Dock portfolio as part of the acquisitions mentioned above).
“Strategic foresight can also help you with many questions crucial for acquisitions. It can even help you ask the right ones.”
Examples of questions based on foresight:
- Should you buy a company with the same focus that will help you multiply performance, production, or turnover?
- Should you focus on expanding the portfolio of services and address sufficient capacity later (organically or through another acquisition)?
- Will other influences emerge in your industry that you should consider? Sustainability, AI, cyber threats, the disintegration of global markets, etc.
In the case of Creative Dock, the acquisition of Rohrbeck Heger was a textbook example of the option where strategic foresight complemented the venture builder's portfolio. Creative Dock then addressed their increased venture creation capacity with more intensive growth and acquisitions.
Why can Creative Dock accelerate growth through acquisitions?
“In every market, you have a window of opportunity open for a couple of years. In our corporate venture building business, a limited number of clients are inclined to change their business model. So starting collaboration at the right time is necessary,” explains Pejša. And what exactly did the Creative Dock acquisitions bring? Thanks to the acquisition of Spark Works (CH), Rohrbeck Heger (GER), FoundersLane (GER), and IdeaSense (CZ), the company has significantly strengthened its position in corporate venture building and its portfolio of services for clients within just a few months. (You can read more about this business venture here.)
What are the benefits of acquisition for your clients?
But let's go back to the general level. It is important to stress that the standard view of an acquisition and its benefits is from the point of view of the company (or the companies) involved. But something else is essential.
“You should be interested in what the acquisition will bring to your customers. They determine its success.”
It's good if the business plan shows you how your company will grow after the acquisition. But you need to grow into the realities of the market. And customers, not catchy presentations, decide whether or not that happens. Simply said: if your clients are not the primary beneficiaries of the acquisition, you will fail to deliver on your plans. If they don't benefit from your growth, you can only give them a reason to start looking elsewhere.
Acquisition's next steps: The pros and cons of merging
But let's say you've got all these issues resolved, and your question is whether to merge your companies or let them operate separately. When to merge? Typically, consolidating businesses are chosen when operational synergies are evident, and the product or service offerings are similar or complementary.
Benefits of merging:
- Efficiency: Merging can lead to cost reduction by eliminating redundant roles and resources.
- Unified brand: A unified brand identity can provide a more robust market presence.
- Better coordination: Streamlined communication and processes are easier under one roof.
However, certain drawbacks must be considered:
- Culture clash: Integration can cause friction if the companies' cultures differ significantly.
- Lost agility: A larger, unified organisation may lose the unique flexibility a smaller entity possesses.
- Customer impact: Loyal customers of the acquired company may be affected by the changes.
The pros and cons of keeping the acquired entity separate
When do we choose separation? This is often preferred when the acquired company has a strong, independent brand or operates in a niche market.
Benefits of separation:
- Brand equity: Allows the maintenance of an established brand and customer base.
- Talent retention: Key team members may be more likely to stay if the company retains its independence.
- Niche opportunities: A separate entity can focus on specific market opportunities.
But the risks are:
- Duplication: Without shared services, roles and resources may be replicated, causing inefficiencies.
- Lost synergy: Lack of integration may prevent realising potential synergies.
- Division of focus: Both companies' performance may suffer if leaders divide their attention.
Integration challenges you can't avoid in either case
Organisational leaders must manage the integration process or maintain clear boundaries as required. They need to handle potential culture clashes while retaining critical talents. Clear communication with all stakeholders, especially employees and customers, minimises uncertainty. It is important to note that issues of the subsequent operation of the company (or companies) attached to the original company must be addressed long before this actually happens.
Other lessons learned from the acquisition background of Creative Dock
The CEO of Creative Dock, Gabriella Teissing, gained significant M&A experience during the last year's acquisitions her company underwent. “My lesson learnt from this is: I was very much focused on what happens after the deal is done, how we actually integrate the companies from the project management point of view – if it's fast, we don’t lose people, we don't make people hesitant about not knowing what is in front of them, not knowing what their role is, and so on. But now I know that the most crucial part is before the deal. (You can see the whole interview with the Creative Dock CEO here.)
“When we integrated all the companies, I tried to read books, connect to all the people, spend time with them… But I still thought: I should have known so much more about it all!”
Gabriela Teissing, Creative Dock CEO
Case studies for different kind of M&A approach
Intel Acquiring McAfee vs. Facebook and Instagram
In 2010, tech giant Intel purchased cybersecurity firm McAfee for $7.7 billion. Intel initially kept McAfee as a separate unit to leverage its powerful brand. However, they struggled to realise synergies and maximise the value of the acquisition. By 2016, Intel decided to spin off McAfee, which once again operates as an independent entity.
In 2012, Facebook acquired Instagram for about $1 billion, a move that raised eyebrows, as Instagram only had 13 employees and no revenue at the time. However, the strategic move changed the trajectory of both companies.
Differences of M&A processes
Unlike McAfee's separation post-acquisition, Instagram was closely integrated with Facebook. Its user data, ad business, and even some features were intertwined with those of Facebook. Facebook kept Instagram’s brand name to leverage its youth appeal but tied its infrastructure and systems more closely to those of its parent company.
Over time, Instagram flourished under Facebook’s umbrella, growing from just 30 million users at the time of acquisition to over a billion users today. Facebook’s proficiency in mobile advertising and its global presence contributed significantly to this growth. Instagram has also increasingly contributed to Facebook’s revenues.
While concerns about diminishing the independence and originality of Instagram have been raised, the overall integration post-acquisition has been viewed as largely successful, demonstrating how merging can result in significant mutual growth for both the acquired and the acquiring company.
Conclusion
Choosing between merging or separating an acquired company is a nuanced decision, and organisational leaders must analyse their specific context and objectives. With careful strategy and execution, both approaches can yield valuable growth opportunities. The core business of Creative Dock is the creation of ventures: new entities through which corporate clients can expand and evaluate their business, most often based on the principle of discovering new business opportunities in existing company assets. Supporting the incorporation of these new entities into the company gives us tremendous experience across the full range of M&A. Please do not hesitate to contact us if you need any advice.