Despite political turbulence and currency volatility, UK companies are ready to do deals—especially if merger and acquisition (M&A) activity allows them to get their hands on valuable innovations. In uncertain times acquisitions offer routes to innovation that internal resources alone cannot provide.

In a recent survey of 200 business leaders in the UK, conducted by The Economist Intelligence Unit (EIU) and sponsored by Rackspace, two-thirds of respondents agree that acquisition is a good strategy for enhancing innovation, while the same proportion believes that the acquisition of innovative start-ups is a critical success factor in their industry.

Those beliefs translate into action: 59% of respondents say their company has acquired at least one smaller, innovative firm during the past five years, and just over half (51%) are now actively searching for new acquisitions. A further 40% say that their company will consider an acquisition over the next three years, should the right opportunity present itself.

Indeed, M&A activity is increasingly driven by a thirst for innovation, according to a recent report from professional services firm Deloitte. Globally, companies spent US$300bn on “disruptive, innovation-related” M&A deals in 2016, four times more than in 2012, its study found. For large companies with deep pockets acquisition offers the opportunity to find winning ideas and amplify them to corporate scale. According to our survey, over half of UK respondents (57%) believe that the resources of a large company, together with the agility of a smaller firm, “create a strong combination”.

But acquisitions are difficult to get right. According to a study by US management consultancy AT Kearney, as many as 60% of M&A deals fail to deliver value.2 Acquiring for innovation may be especially challenging, as the ability to innovate is a facet of an organisation’s culture that can all too easily be snuffed out. Business leaders who wish to innovate successfully through acquisition must be adept at integrating organisational cultures and keeping talented staff on side.

Integrating cultures

There are many attributes companies look for in an acquisition, including access to a wider market of customers and innovative technology. For 22% of UK respondents, a corporate culture similar to their own is a key trait in a potential target.

“There have been examples of companies where we think the technology’s good,” Mr MacLeod explains, “but there’s a lack of cultural ‘fit’, and that’s as important to us as having a technology fit. If y you don’t have the culture aspects, then the integration will almost certainly fail.”

Company culture, Mr McLeod points out, defines how people work together to achieve business goals. This has particular relevance when it comes to innovation: it can be hard to launch a new product, for example, or arrive at a new scientific breakthrough against a backdrop of misunderstanding or even mistrust. A poor cultural fit can be highly disruptive, throwing projects off the track and delaying crucial decisions.

Successfully integrating a company post-merger is a critical success factor for any deal. Handled badly, it can undermine the value that the acquired company brings to its new owner. With innovative firms the challenge is especially complex: how can the buyer integrate the acquired firm without snuffing out its innovative spark?

There is little agreement among survey respondents: 30% believe the acquired companies should operate as a separate entity, with the exception of common functions such as finance; 28% believe it should do so only until it reaches a certain level of maturity and should then be gradually integrated; and 27% believe that once that maturity is reached, it should be quickly integrated.

Johnson Matthey sees value in closely integrating acquisitions into the main firm. “That’s how you create the necessary synergies,” says Mr MacLeod. “Products can maintain their own brand identity under a new owner, but with people and processes we need unity, so that both internally and externally there’s an understanding of what our opportunity is and what we bring to the market.”

The challenge of integrating two companies while preserving the culture that makes the acquired firm valuable calls for considered and deliberate management. The authors of the 2017 M&A Integration Survey Report by professional services company PwC say that change, or at least compromise, is necessary. Managers, they argue, must define their desired behaviours, highlight internal role models who demonstrate those behaviours, and provide meaningful incentives for employees to make the necessary changes.

The ability to manage cultural integration explicitly is often undermined by a shallow understanding of what organisational culture really is, a report from strategy firm McKinsey & Company argues. “Culture is much deeper than a good first impression, a sense that you share the same values or the more trivial practices, say, of wearing (or not wearing) jeans on Fridays.” But too often, the authors say, managers focus on the wrong things, “addressing the most visible expressions of culture, rather than the underlying management practices and working norms”.

As an example of how things should be done, the authors point to the integration of two European industrial companies, where managers from both sides identified ten potential cultural goals as joint areas for improvement, joint areas of strength, or areas of difference. “Quickly achieving the benefits of their similarities created the momentum and trust required for addressing many of the thornier issues the managers faced,” they write.

Talent matters

The co-operation of senior executives at the acquired firm can make or break an acquisition. In our survey, 27% of respondents say that the willingness of senior executives from the acquired firm to stay at the company had a significant bearing on the success of their acquisitions.

Hikma Pharmaceuticals, a UK-headquartered drug manufacturer, has acquired a number of firms to access innovative technologies and international markets. According to Bassam Kanaan, the company’s chief strategy and corporate development officer, securing the commitment of the executives at the company being acquired is just as important. “If you get that right and you have their consensus and commitment, then by the time the acquisition is finalised, they will do much of the work of driving the integration on the business’s behalf.”

But for innovation to continue, talented employees at all levels—especially those responsible for advancing products, process or strategy—must see the value the acquisition offers them personally.

“We put a great deal of effort into communicating to acquired employees about the new opportunities we can offer them,” says Mr McLeod. “We explain that we bought their company because of their technology, but now we want to do more. We want to invest in their technology, we want to add to it. It’s important they see how their technology benefits from being part of [us]. It’s their chance to take their science and ideas even further and do even more with it.”

James Fillingham, head of transaction services at PwC, describes how the firm handles its own integrations: “We take what they [acquired employees] are good at, we put them in a place with people who think in a like-minded way, and then we put in place a framework to help us industrialise and commercialise that more effectively.”

“We love to hit the revenue targets, but actually, retaining those people and retaining what made them special is more important, because if you do that well, it enables them to continue to grow, to continue to develop the next idea, and then to take it to the next level. If we can make that work, on a big, PwC-sized playing field, at that point we’ve developed real value.”

UK business leaders clearly see acquisition as a valid innovation strategy. To make it work, they must position their company as a platform for good ideas and an amplifier for the ambitions of talented employees.