Abstract
This research aims to analyze mergers in global automotive industries to find out the causes of merger failure in the global automotive industry. This research used a case study at Daimler-Chrysler automotive company. The decision to committed a merger strategy had an impact on the Daimler-Chrysler company, mainly in cultural differences between Germany and the United States of America, where the Daimler-Benz and Chrysler Corporation originated. This research used a literature study research method by using library research related to the Daimler-Chrysler merger, with qualitative descriptive analysis techniques. The results of this research indicated that the agreement to do a merger strategy between Daimler-Benz and Chrysler Corporation was caused by cultural differences as a new Daimler-Chrysler company. It makes Daimler-Chrysler must be able to collaborate and synergized with each other for merger integration can be successful. However, this was not able to be done by Daimler-Chrysler, so the merger between Daimler-Chrysler was failed in the end.
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