Using International Corporate Communication Theory for the Strategic Practice of Merger Communication - Why the Globally Oriented DaimlerChrysler Deal Had to End Up in Conflict Because of a Failure to Take Communicational Issues Into Account

Sievert, Holger; Craig, Robert

Using International Corporate Communication Theory for the Strategic Practice of Merger Communication - Why the Globally Oriented DaimlerChrysler Deal Had to End Up in Conflict Because of a Failure to Take Communicational Issues Into Account

15TH INTERNATIONAL PUBLIC RELATIONS RESEARCH CONFERENCE - USING THEORY FOR STRATEGIC PRACTICE THROUGH GLOBAL ENGAGEMENT AND CONFLICT RESEARCH. March 8-10, 2012. Li, Z.C. & Spaulding, C.A. (eds.), Miami FL: University of Miami Press. pp. 784-813.

32 Pages Posted: 27 Feb 2012 Last revised: 19 Sep 2012

See all articles by Holger Sievert

Holger Sievert

Macromedia University; Technische Universitaet Munchen (TUM); University of Cambridge; Institute for Public Relations

Robert Craig

University of Cambridge

Date Written: September 19, 2012

Abstract

The paper analyses intra-corporate conflict, based on the case study of the DaimlerChrysler merger. This analysis is then broadened to compare PR and its contexts in Germany and the USA. The authors apply the International Corporate Communication Compass to the DaimlerChrysler deal to show what advantages could have been gained by using PR theory to map out areas of conflict and harmony in a cross-cultural corporate merger, showing how such theory could be applied to similar situations in the future.

Keywords: PR, communication, cross-culture, merger, corporate conflict

JEL Classification: D74, Z00

Suggested Citation: Suggested Citation

Sievert, Holger and Craig, Robert, Using International Corporate Communication Theory for the Strategic Practice of Merger Communication - Why the Globally Oriented DaimlerChrysler Deal Had to End Up in Conflict Because of a Failure to Take Communicational Issues Into Account (September 19, 2012). 15TH INTERNATIONAL PUBLIC RELATIONS RESEARCH CONFERENCE - USING THEORY FOR STRATEGIC PRACTICE THROUGH GLOBAL ENGAGEMENT AND CONFLICT RESEARCH. March 8-10, 2012. Li, Z.C. & Spaulding, C.A. (eds.), Miami FL: University of Miami Press. pp. 784-813. , Available at SSRN: https://ssrn.com/abstract=2011978