The DaimlerChrysler merger: One company, two cultures

Research Paper (undergraduate) from the year 2005 in the subject Business economics - Miscellaneous, grade: A, Northeastern University of Boston, course: Cultural Aspects of International Business, language: English, abstract: In May 1998 the German car maker Daimler-Benz AG and Americäs third largest automobile company, Chrysler Corporation, signed a merger agreement to build the world¿s No. 5 automaker. Juergen Schrempp, CEO of Daimler-Benz, and Robert Eaton, Chrysler¿s then boss, saw a logical fit between the European luxury-car producer and the American maker of sport-utility vehicles, minivans and medium-sized vehicles. The complementing product and geographical match seemed to prepare the merged DaimlerChrysler AG for the future competition in the automobile industry. [...]