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

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