The DaimlerChrysler merger: One company, two cultures

The merger between Daimler-Benz AG and Chrysler Corporation in May 1998 aimed to create the world's fifth-largest automaker, driven by the vision of CEOs Juergen Schrempp and Robert Eaton. This strategic alliance sought to combine Daimler's luxury vehicles with Chrysler's diverse lineup, including SUVs and minivans, leveraging their complementary products and geographic strengths. The paper explores the cultural aspects influencing this international business decision and its implications for future competition in the automotive industry.