Strategic Mergers

A Strategic Approach to Mergers and Acquisitions

The Growth by Affiliation Technique:

This article delves into the Growth by Affiliation technique, a strategic approach to mergers and acquisitions (M&A) that focuses on long-term value creation. By understanding the principles and steps involved in implementing this technique, businesses can enhance the success rate of their M&A projects. This article provides a comprehensive overview of the Growth by Affiliation method and offers practical guidance on its application.


The Growth by Affiliation technique, as outlined in the document “Growth by Affiliation, Reinventing Acquisitions with Less Risk,” by Suzanne Ross, B.Jack Mcnaughton, and Li Fujun and downloadable from this site; presents an alternative to traditional Mergers and Acquisitions methods. Unlike the common focus on grandiose announcements and short-term gains, this technique prioritizes the increase in underlying business value. It is applicable to businesses of all sizes and is particularly advantageous for cross-border transactions.

Understanding the Growth by Affiliation Technique:

The Growth by Affiliation technique is centered around creating long-term value through M&A activities. It involves the following key principles and steps:

1. Strategic Alignment: Before pursuing an M&A deal, businesses must align their strategic objectives with potential partners or targets. This involves identifying complementary capabilities, shared values, and synergistic opportunities.

2. Value Creation: Rather than solely focusing on immediate share price gains, the Growth by Affiliation technique emphasizes the creation of sustainable business value. This can be achieved by leveraging synergies, introducing new products or services, and enhancing customer experiences.

3. Designing Customer-Centric Processes: To ensure a seamless transition and maintain customer satisfaction, businesses should design processes that present a consistent face to customers. This includes delivering merger synergies visibly through improved products, services, and value propositions.

4. Evolutionary Process: The Growth by Affiliation technique views M&A as an evolutionary process. Businesses should continuously adapt their core capabilities and make them “deal-ready” to better prepare for successful acquisitions. This evolutionary approach forms the foundation of the Growth by Affiliation concept.

Implementing the Growth by Affiliation Technique:

To effectively utilize the Growth by Affiliation technique, businesses should consider the following steps:

1. Assess Strategic Fit: Evaluate potential partners or targets based on their alignment with your strategic objectives, complementary capabilities, and shared values.

2. Identify Synergies: Determine the synergistic opportunities that can be leveraged through the M&A deal. This may include combining resources, expanding market reach, or accessing new technologies.

3. Develop Integration Plans: Create detailed integration plans that focus on value creation, customer-centric processes, and sustaining product and service quality throughout the transition.

4. Continuously Adapt: Embrace the evolutionary nature of the Growth by Affiliation technique by continuously adapting and refining your core capabilities to be deal-ready for future acquisitions.


The Growth by Affiliation technique offers a strategic approach to M&A that prioritizes long-term value creation over short-term gains. By following the principles and steps outlined in this book, businesses can enhance the success rate of their Mergers and Acquisitions projects and achieve sustainable growth. Embracing the evolutionary process of M&A and focusing on strategic alignment and value creation are key to leveraging the potential of the Growth by Affiliation technique.