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MKT 3311 INTERNATIONAL & GLOBAL MARKETING Module Leader: Dr Samar Faten Baddar Daimler-Chrysler: A Cultural Mismatch Silvesta Ese - Imajemite 2311778 Hajot Deooray 2217461 Ozzy Executive Summary: The merger of Daimler-Benz (the manufacturer of Mercedes-Benz) (Germany) and the Chrysler Corporation (USA), is classed as a cross-culture merger. A cross-cultural merger is the process of two companies from different backgrounds and with different practices were joined together to form one successful company. There were many different reasons why a cross-culture merger is not successful. Daimler-Chrysler failed to analyse both companies before they went ahead with the merger. The main reason that their merger was not successful was that the German way of business and the American ways differ profoundly. Both companies should have been analysed to examine their strengths and weaknesses, in regards to their practice. The communication between both companies lacked and therefore no common ground was found. A merger is the process of two or...

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