Introduction When the German industrial giant Daimler-Benz purchased the American company Chrysler Corp. in 1998, there was a lot of excitement due to the opportunities that the merger created. Both companies needed to grow in order to improve their market positions so inorganic growth seemed like a good venture see appendix 3. In this investigation, I aim to analyse five aspects of the merger to assess the extent of its success. I will consult various sources to help me: the core textbook, magazine and newspaper articles as well as Internet documents. Effects On Culture And Motivation From...
using poor sales tactics, and did its best to change those around. Chrysler"s return to profit shows that the harsh cost cutting measures paid off see appendix 20.

Although Chrysler was made to operate in a completely different way and lost its identity, it started to function as a division of Daimler and its profitability returned. It is clear to me that this merger has been a success for a variety of reasons but I have shown there is still a lot of untapped potential in this merger and I believe the best is yet to come.