Case Study

DaimlerChrysler merger (A): Gaining global competitiveness

20 pages
July 1999
Reference: IMD-3-0834

This case starts with an overview of current trends in the global automotive industry and a description of Daimler-Benz AG and Chrysler Corporation prior to the merger. It goes on to describe this first transatlantic merger raising the issues of strategic positioning, potential trade-offs, and competitive moves. The case is intended to discuss and evaluate the challenges which companies are facing in this hyper-competitive market.

Keywords
Automotive, Transportation
Settings
United States of America
Daimler, Automotive, Automobiles
1995-1998
Type
Field Research
Copyright
© 1999
Available Languages
English
Related material
Teaching note
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