Corporate Mergers, Merged Brands in Trouble: DaimlerChrysler and BMW–Rover

Albrecht Rothacher (albrechtrothacher@gmail.com)

Chapter 17 in Corporate Cultures and Global Brands, 2004, pp 239-246 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThese are two of the largest takeovers of the late 1990s. There are many parallels between the two cases: Both were originally applauded as brilliantly executed merger operations, and both went badly wrong after two years of German laissez faire management…

Keywords: Corporate Cultures; International Branding; Global Marketing; Corporate Succession; Case Studies; Limits to Globalisation; National Corporate Identities; Mars; Sprungli-Lindt; Kikkoman; McDonald's; Coke; Zubrovka; Ikea; Seibu-Season; Benetton; Nike; Nokia; Sony; Virgin; Toyota; Fiat; DaimlerChrysler; BMW; Rover; Lego; Disney (search for similar items in EconPapers)
JEL-codes: F1 (search for similar items in EconPapers)
Date: 2004
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