Daimler-Chrysler Case
Date Submitted: 09/13/2000 21:34:51
Category: / Business & Economy / Marketing and Advertising
Length: 2 pages (680 words)
Category: / Business & Economy / Marketing and Advertising
Length: 2 pages (680 words)
Daimler-Chrysler Case
Background
In 1998, German Daimler-Benz and American Chrysler Corporation merged into what was referred to (by Business Week) as "a marriage made in automotive heaven... (that) is set to transform the way the auto industry operates worldwide.". The two companies announced it as a "merger of equals".
This fusion of two of the world's most profitable auto manufacturers was the largest industrial merger in history. The new behemoth's worth was estimated at $40 Billion and …
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…own, failed to make the marriage work because they forgot that with international alliances comes an understanding of the culture of the new partners. We think that the crucial point here was when the Chrysler board requested to meet with Schrempp before the merger to "be more comfortable with the merger and ask questions". Had Schrempp taken this opportunity to talk with the Americans, the chain of events could have taken a more positive turn.
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