Renault-Nissan: A Study into the Advantages of a Prior Strategic Alliance in the Development of a Post-merger Corporate Identity

T. C. Melewar, David Stark and Elif Karaosmanoğlu

Chapter 10 in Contemporary Thoughts on Corporate Branding and Corporate Identity Management, 2008, pp 187-204 from Palgrave Macmillan

Abstract: Abstract This paper highlights the role corporate identity plays in merger and acquisition activity and examines the advantages of a prior strategic alliance in the development of a new corporate identity post-merger. This paper considers whether a prior strategic alliance could be of benefit in developing and installing a new post-merger corporate identity. In order to do this the framework that is suggested by Melewar and Jenkins (2000) is applied to the Renault-Nissan strategic alliance to analyse which areas in the formation of a new corporate identity are directly aided by the alliance. The potential success of a Renault-Nissan merger on corporate identity grounds is also considered.

Keywords: Strategic Alliance; Corporate Reputation; Corporate Image; Corporate Identity; Corporate Communication (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-58322-1_11

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DOI: 10.1057/9780230583221_11

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