Does Synergy Exist?
from the good-question dept
Last week we had an article about how no big technology mergers had ever succeeded. Now, the Washington Post has an article saying that large media mergers always seem to fail. They go into a bit more detail, quoting a number of people saying that there’s simply no such thing as “synergy”. Many of these media mergers talk about leveraging multiple brands across each other and doing other synergistic things. With all the problems those companies are having, it’s easy to jump to the conclusion that synergy simply doesn’t exist. I don’t buy it, however. Synergy certainly can exist, and it’s fairly easy to think of ways to leverage brands across each other. What’s difficult is actually executing on a synergistic strategy, because while it may be good for the entire company, it tends to be painful to the parts involved (at least initially). So, everyone resists the synergistic moves, and companies end up spending more of their time and money fighting the very synergy they were trying to reach.