What Corporate Strategists Need to Know About Synergies

Common reasons include empire building, ego boosting, and providing a justification for larger compensation packages (bigger companies pay higher compensation). Within the process (I was not aware) I accidentally shared some details in daily closing meetings. I realized that this caused them to develop a certain resistance to a certain business team. Roles and responsibilities should be defined properly and there should be no gaps in responsibility. Instead, believe in the team spirit and help to create synergy within your organization.

If you want to create a synergy within your company, you need to know the characteristics of your team. After you’ve created the right team, you need to be as transparent as possible when sharing knowledge and your vision. You should be the one who demonstrates workspace culture and encourages collaboration. Working with synergy helps organizations https://accountingcoaching.online/ increase individual engagement, shorten the onboarding process, and increase performance. So, because synergy is so important, I wanted to look at there’s this three-step formula for team synergy, and it includes diversity, creativity, and focus. Today we’re talking about what is synergy, and how can it help my management?

The amount of goodwill is recorded on the balance sheet as a non-current asset. However, when the team members are in constant conflicts with each other, it can result in decreased quality of products and services, reduced efficiency of operations, and poor utilization of resources. For example, an IT company may acquire a smaller IT company that lacks infrastructure but has a strong marketing and PR department. The smaller company has qualified personnel, marketing tools, and experience in selling their products that can help the larger IT company boost its public image and formulate new marketing strategies to win more customers. Building collaboration within your team is the best way to boost your product development quality. External and internal synergies can be significantly crucial in achieving better results.


The case was context-embedded (Yin, 2018), where the three separate acquisitions relate to each other, not isolated as single events but, adds complexity that intertwines the different acquisitions with each other. The broadly used concept (Campbell and Sommers Luchs, 1998) lacks a common definition besides the https://simple-accounting.org/ general “two plus two equals five” (Garzella and Fiorentino, 2014; Sirower, 1997; Porter, 1987; Carter, 1977). In this study, we assume that synergy may emerge, intended or not intended because of an acquisition. This study aims to contribute with an extended framework on synergy realisation in acquisitions.

  • News articles following the deal commented that the term synergy typically involves closing offices, combining manufacturing facilities, and reducing the number of warehouses, which frequently means a reduction of staff and job losses.
  • In that sense, what passes for good M&A practice is often the same as the best way to achieve successful synergies.
  • For example, an IT company may acquire a smaller IT company that lacks infrastructure but has a strong marketing and PR department.
  • Complexity is one of the largest hurdles in harvesting synergies from mergers & acquisitions, partnerships, and consolidations.
  • The Alfa sales organisation had long wanted a broader product range that also included counterbalanced trucks.

Typically, when two companies merge to form one company, the combined company will enjoy synergistic cost benefits brought by the parties to the merger. The combined entity also stands to benefit from various financial synergies such as access to debt, tax savings, and cash flow. A merged company achieves a strong asset base inherited from the former companies, which allows the company to access credit facilities and use the combined assets as collateral. It reduces the level of gearing since the company can use debt rather than equity that reduces the percentage of ownership stakes of the founders/owners. Marketing synergy refers to the marketing benefits that two parties in an M&A transaction may enjoy when promoting their products and services.

Variants of “Synergy”

Another example of intended synergy was found in the motives for acquiring Gamma. The objective was to gain a more dominant position in the North American market. The acquirer, Alfa, had developed a financial solution for customer purchases, which was then implemented in Gamma, the acquired firm. The intended synergy from the acquisition of Beta was a stronger position on the South European market and securing a more complete product range than previously. Similar arguments can be made for Delta’s acquisition of Alfa through which it secured a dominant market position with a full range of all types of forklift trucks. In sum, an intended synergy is what the acquirer plans to achieve; these plans are initiated before the acquisition, during the planning for the acquisition and continue throughout the early phases of the integration.

Revenue Synergy Example

This can include areas such as feedback, clearly defined goals, performance-based compensation, and overall teamwork to tackle problems that would be more impactful than if done alone. Synergy is reflected on a company’s balance sheet through its goodwill account. Goodwill is an intangible asset that represents the portion of the business value that cannot be attributed to other business assets. Examples of goodwill https://personal-accounting.org/ include a company’s brand recognition, proprietary or intellectual property, and good customer relationships. This team formation could result in increased capacity and workflow and, ultimately, a better product than all the team members could produce if they work separately. Negative synergy is derived when the value of the combined entities is less than the value of each entity if it operated alone.

Example of Negative Synergy

Financial synergies are the improvements in financial activities and conditions for a company that come about as a result of a transaction. This typically includes a strengthened balance sheet, a lower cost of capital, tax benefits, and easier access for the combined firm to capital. When contemplating a merger or acquisition, a company may prefer transacting with a company that owns a superior technology that will benefit it. Such a merger helps the company save on costs that it would’ve used to acquire the technology on its own.

Common Questions About “Synergy”

His work has been published in Journal of Business Research, Journal of Business-to-Business Marketing and Journal of Strategy and Management, etc. As you evaluate potential investments, partnerships, and consolidations of teams or groups, you need to think through and analyze the potential revenue, cost, capital, and other financial synergies of combining entities. Here are some of the best practices for evaluating synergies and realizing their value. Mergers and acquisitions are the chance for both firms to increase their revenue without increasing expenses. The cost for storage, logistics, marketing research, and training will be lower, as companies will unite their forces and won’t incur additional expenses while attaining better results. Synergies can be negative (dis-synergies) if a merger or acquisition is poorly executed.

It is commonly used in various contexts, including business, science, and social interactions. To fully understand the scope and utility of this word, read on for a detailed breakdown. Having realistic expectations from synergies in business is more likely to result in a successful deal. Negative synergy occurs when the combined firm’s revenue is lower than the value of each company operated separately. Let’s explain cost synergies with the help of the before-mentioned example.

I collected valuable insights and decided to work together in brainstorming activities. With the help of her colleagues, I reshaped the UI and simplified it quickly. Destroying a well-build synergy is so easy — one word, or one excuse can erase all your efforts. I had to arrange meetings, brainstorming sessions, gamification activities to repair trust between them. A couple of years ago, I had a business problem with internal customers because they insisted on a feature request that I found unnecessary.

Synonyms of “Synergy”: Other Ways to Say “Synergy”

And, to understand the potential fit and value, you can always conduct focus groups and surveys to understand the customer perspective on potential synergies. As mentioned, mergers and acquisitions are critical sources of synergy in business. When companies merge operations or acquire other companies, they combine their input.

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