Mergers And Acquisitions Of Daimler And Chrysler Management Essay

"Mergers and acquisitions can be value creators or value destroyers", Corresponding to Mirvis and Marks (1997), most companies executing M&As perform a perfect job arranging the relative economical and financial features, providing the fact that they do a amazing job in handling the approaching change thereafter. Before conducting an M&A analysis, it is important to understand what's meant by the word 'change. ' Although there is no universal explanation change, as Hughes (2006) says it has been explained in terms of guises, transformation, metamorphosis, progression, regeneration and move. The generic explanation of change as described by Hughes (2006) is "any alteration in the position quo".

"The management and path of the procedure of organizational change - especially with regard to human aspects and overcoming resistance to change"

According to Hughes meaning and Lwin's change model (1951) (Shape 1), the change process will be explored by specifically analysing a famous car industry M&A circumstance: Daimler-Chrysler (DCX) merger, one brand, two civilizations.

Figure 1: Lwin's change stages

[Source: Higgs & Rowland, 2005]

DaimlerBenz AG of Stuttgart, Germany, and the Chrysler Corporation of Auburn Hills, Michigan, surprised the business world at a press convention in London on, may 7, 1998, when they announced their "merger of equals manufactured in heaven. " This major cross-border business deal, with an collateral value of $36 billion, was the largest merger of its kind as of yet. Robert Eaton and Jјrgen E. Schrempp, co-chairmen of DCX, announced their expectation that this offer would be "not only the best strategic merger or the best prepared merger, but also the best carried out merger. "If this statement had become true, is yet to be analyzed in this newspaper.


The Mercedes famous three-pointed superstar that signifies 'its domination of the land, the ocean, and the air' is currently one of the world's best brands that symbolizes category, style and personality. On the other side, stands Large yank, Chrysler, taking the fame to be among the list of "big three" in U. S. , famously known for producing "muscle cars".

Pre-merger situation: Daimler

In 1926 was founded in Stuttgart, Germany Daimler-Benz, a supplier of automobiles, automobiles, and engines. Unknown to many, it has already been the consequence of a merger between Benz & Cie(founded by Karl Benz) and Daimler Motoren Gesellschaft(founded by Gottleib Daimler and Wilhelm Maybach). 'The new entity speedily made its name in engine sports activities as its cars were thought to be high end competition automobiles'. [Appendix A]

Pre-merger situation: Chrysler

The root base of Chrysler Businesses go back to 1925, when the American car supplier, Maxwell Motor unit Company is recognized into Chrysler Firm by Walter P. Chrysler. Along with GM and Ford, Chrysler made the powerful triangle of the largest car manufacturers in U. S.

The Firms was- back mid 1990s- nothing at all significantly less than the most profitable car company on the globe. In 1997, the company even reached a optimum in conditions of market stocks in the U. S. , at an extraordinary figure of 23%. [Appendix A]

Chrysler experienced always known itself to be a blue collar, vivid Yank. It was able to survive a bankruptcy during the Second World Conflict, and this point out was stabilized by its increase- bust cash flows.


'In order to maintain with the speed of an external change, the simplest way that an business should take up is to have advantage of internal change appropriately. It must increase its intercommunication by placing out as much feelers as it can be to bring a collective view of the constantly moving situation into the organization. Getting ready for a change, 'Unfreezing the present situation' is the first step acknowledged by Lewin, it is referred to as the condition of preparation for change and protecting against any possible resistance.

Taking into account the "force" factors for change, Chrysler CEO, Eaton, persuaded his empire that they need a spouse to blow the caution in this dog-eat-dog market, by informing a story. Yet, his mental cognitions to make sense of his environment and ending up in merge decision, was one of its kind, owning one fourth of the complete American market talk about, Chrysler was among the list of "big three" is U. S. , and the position was royal enough for Eaton not to buy more troubles for the business, however, international reach was his goal in this tale, this is how he made sense of the merger:

Bob Eaton, Chrysler CEO, provided the speech of his life at company headquarters in Auburn Hillsides, Michigan on July the 17th. 1997. Rather than revelling in four many years of rapid progress, he warned of trouble making coming. His immediate oratory, modified from the nonfiction bestseller AN IDEAL Storm, an account of three anglers trapped at the confluence of three powerful storms off of the Canadian coast, warned that a triad of identical elements posing a threat to demolish Chrysler.

Daimler-Benz, meanwhile, standing on the change position, was looking for a soul-mate. Despite a flourishing U. S. market, its luxury vehicles experienced captured significantly less than 1% of the American market. Its vehicle creation method was particularly labor rigorous - requiring almost doubly many workers per unit produced over Toyota's Lexus division. It known that it could benefit from an current economic climate of range in this capital-intensive industry. With $2. 8 billion in gross annual profits, remarkable efficiency, low design costs, and an intensive American dealership network, Chrysler were the perfect match.

Having Chrysler, looking for his talk about from the Western european market pie, similarly, and Daimler, seeking for attractive U. S. market on the other palm, the merger between two giants made sense.

On May 7th. 1998, Eaton released that Chrysler would combine with Daimler-Benz. Daimler-Benz CEO Jјrgen Schrempp hailed the merge as 'a merger of equals, a merger of progress, and a merger of unprecedented durability'.

When he rang the bell at the New York STOCK MARKET to inaugurate trading of the new stock, Daimler-Chrysler (DCX), Eaton expected, "Within five years, we'll be among the Big Three automotive companies in the world".

Only three years later DCX's market capitalization stands at $44 billion, approximately equal to the worthiness of Daimler-Benz prior to the merger and Chrysler Group's share value has been descending by one-third, set alongside the pre-merger situation. Chrysler was bleeding cash unlike the Mercedes.


(Post-merger issues-The rationale for the failing)


M&As in this range are inherently complicated, Kiefer (2004) asserts changes of greater complexity will probably generate more negative and much more intense emotions and much more resistance (George and Jones, 2001), and therefore require more careful management. Relatively, DCX underestimated this matter.

Only 24 months before Daimler-Chrysler divorce a journalist declared: 'One of the greatest unions in history burst inward immediately after the merge. '

Why? Unlike what has been communicated to both people' staff, it has not been the merger of equals from the start, the kick start discussions best turned out this simple fact. Eaton, settled huge agreements and compromises completely of negotiations. The residency, brand, he even agreed to be a co-chairman which led to a massive problems in the annals of American authority. German received more bonus deals and their dominance were clear which was opposing the virtue of the merger, so that it is more appear to be an acquisition. These were not negotiation the compromises, Chrysler have been jeopardized only. [Appendix B] Later, Schrempp did not hesitate to convey in the German Press: "What occurred to the powerful, can-do cowboy culture that I purchased?"


On paper, Daimler-Chrysler was the perfect match: German engineering with American marketing, but German culture and American culture issue overran the success situation. [Appendix C]. Burnes (1996) reconfirms Schwartz and Davis social risk methodology design in wanting to warn the managers and the change leaders that if risk is underestimated it could become dangerous.

If one knows American take great pride in and German authoritarian, he would know the worse can be expected. Daimler had systemically decision making process, whereas People in the usa were inspiring creativity. The Stress on effectiveness, good staff treatment, and empowerment made Chrysler well-known for adoptability and overall flexibility; whereas Daimler appeared more autocratic and bureaucratic. All these cultural variations soon became visible in both companies day to day activities. As an example, Daimler managers were concerned a great deal about daily trivial situations which disappointed Chrysler executives, cases including the shape of a pamphlets and etc. In the meantime, Daimler leaders were annoyed by Eaton's emotional activities during the speech.

In a nutshell, Daimler-Benz had been the image of German electric power whereas Chrysler has been entitled as the utmost economical and nimblest car manufactories worldwide. [Appendix D]

http://www. managementparadise. com/forums/miscellaneous-projects/73392-organisation-culture. html


Another key concern at DCX was the dissimilarities in par constructions between the two pre-merger entities. Germans disliked huge pay disparities and were improbable to simply accept any steep revision of top management earnings. But American CEOs were rewarded handsomely. Chrysler could trim just pay at the chance of shedding its talented professionals.

Germans and Us citizens also acquired different working styles. The Germans were used to lengthy reports and expanded discussions. On the other hand, the People in the usa performed little paperwork and liked to keep their conferences short. Americans preferred fast-paced trial-and-error experimentation, whereas Germans drew up painstakingly thorough plans and integrated them precisely. Generally, the Germans identified the People in the usa as "chaotic" as the Americans experienced that the Germans were tenacious "militarists. "

Post merger, Americans were stuck in the German style of planning, constantly being told how to proceed, gradually damping their imagination and autonomy.

James Holden, Chrysler president from Sept 1999 through November 2000, explained that 'Mercedes is famous for being a high end luxury brand, whereas Chrysler, Dodge, Plymouth and Jeep were providing a lower market, it was a marrying up, marrying down event '. This fueled an undercurrent of tension, that was amplified by the fact that American personnel attained appreciably more than their German counterparts, sometimes four times as much.


German over-representation is also evident in the board structure, [Appendix E] they approve all major company decisions, including the firing of executive management. In 2000, two successive Chrysler presidents, Holden and Stallkamp, both American, were fired.

The Daimler-Benz management presence permeated every important function at Chrysler USA. By the finish of 2000, there have been only 128, 000 Chrysler employees still employed in the US operations, all troubled and demoralized. Ex-Chrysler managers believed that Daimler-Benz was progressively leading Chrysler into circumstances of chaos.

Schrempp openly said that he never expected the merger be one of equals, so when he began updating several American executives with German ones, Chrysler must have felt just a little humiliated. Even though honesty and directness are welcomed and motivated in Germany, several Us citizens do not appreciate such boldness. Consequently, reputations have certainly been ruined during the process. With Chrysler being "taken over" by Daimler, in regards to to that, mainly Americans were sense betrayed - "How could you let Daimler cause you to only subsidiary?" http://marisyksti. blogspot. com/feeds/posts/default?orderby=updated

The professionals who got built Chrysler's "cowboy bravado" were forget about there. Some continued to be on staff, sense withdrawn, inadequate and eclipsed by the Germans in Stuttgart. Others kept for a more appealing future at G. M. or Ford. The North american dynamism faded under simple German pressure. According to a Daimler-Benz professional, "Eaton proceeded to go weeks without talking to Schrempp. Schrempp, in the mean time, was afraid to be tagged a takeover designer. He remaining Chrysler together for too long".

After the merger, many people observed that Bob Eaton looked like cold-eyed, withdrawn, and uninterested. According to then-president Peter Stallkamp, 'Eaton experienced really checked-out about a time before he remaining'. The professionals feared for their careers, and in the absence of confidence, they assumed the worst.

The dislike and distrust ran deep, with some Daimler-Benz professionals publicly declaring that they "would never drive a Chrysler". 'My mother drove a Plymouth, and it scarcely lasted two-and-a-half years', commented Mercedes-Benz section Key Jјrgen Hubbert to the Suddeutsche Zeitung. Irate Chrysler managers responded with jabs of their own. Bob Lutz, then Chrysler vice-chairman, pointed out to the Detroit Free Press that "The Jeep Grand Cherokee attained a larger rate of client satisfaction in comparison with M-Class".

The culture clash has been evident. Much of this clash was intrinsic to a union between two companies. Their corporate composition, culture and wage systems were carefully different. Comprehensive, this union was apparently the foundation of trouble: Daimler-Benz and Chrysler's brand images were founded upon diametrically opposing premises.

From holding dialect classes to trimming idioms in conversations, from dinner celebrations to create Merger teams, DCX put in ample work to bridge the chasm, but scheduled to deep uncertainty, and insufficient trust, they failed to accomplish the treatment.



(Lewin's refreezing level that never happened)


What seemed to be a perfect match, the major trans-Atlantic merger ever, sank unexpectedly. That which was supposed to be the best car manufactory on earth became the chief failure in the M&A industry.

The disruptive change was unavoidable, however, by guaranteeing the personnel about the stability of condition, they might loosen their beliefs and trust on the managers, they know change is arriving however they are eager to know what would be the results for them. Nadler (1993) ascertains that changes threaten a person's sense of stability and can present anxieties while minimizing the sense of autonomy. Resisting change may function as a survival device where change is perceived as a threat creating a kind of organisational autopoiesis, exhibiting a strong amount of resistance when something valuable is under menace (Goldstein, 1988).

As it's been seen in every stage of the storyplot, talented managers and engineers left due to the fact that they were feeling withdrawn and flooded.

Consequently, the expected synergies never happened and on, may, 2007, Chrysler has been sold to Cerebrus Capital Management, and they failed to attain the last phase of lewin's change model (Refreezing level).

In synopsis, the Germans and the Americans were not in sync because the starting. Different management groups with heavy prides, resisting from compromise and unaware of change would never develop a team. DCX have put together little or nothing beyond some administrative departments, such as financing and public relations.

http://www. icmrindia. org/casestudies/catalogue/Business%20Strategy1/Daimler-Chrysler%20Merger%20Cultural%20Mismatch%20Business%20Strategy. htm

Learning from inspecting the case, lots of advice are layed out further on.


Firstly, there could not be a partnership of equals happening in virtually any international extents. There would always be a better part in conditions of fund or market show, thus the producing arrogance on either side of the merges would imperil the business enterprise joint.

The Daimler-Chrysler merger must have begun with a technique, to decide if they wanted to combine both different civilizations, or start with one brand new one. To get this done they must have analyzed the prevailing cultures, to determine the similarities and the dissimilarities. Culture must be blended rather than evolved.

Moreover, balancing the need for change with the drive to preserve existing personal information, determine the elements that contribute to the development of change capacity. Meanwhile, building a series of interventions such as creating a knowledge, building skills, attaining commitment boosts people's motivation and consequently a favourable and ecological change. A further essential aspect is communicating the urgency for change in depth, as is in preserving momentum, following Kotter's (Ch1) words saying that successful large scale change entails momentum.

Considering the uncertainty and negative feelings that accompany change, the ability to discern the emotional reactions to improve of employees and board members enhances influence levels and the required support to the change process (Kiefer, 2004). Showing an autocratic fashion behavior by failing to talk about the concerns of people in the organisation rather than devoting ample hard work in building determination, inhibits effective change execution.

That it isn't about which strategies and best practices are chosen by the supervisor. The main thing that should be kept in view by the managers is that what's to be evolved, what is the situation and what is the choice of adopted approach. Was this the failure of planning and performing effective change? Absolutely!

"People don't resist change. They avoid being evolved!"

(Peter Senge)

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