Problems at Doordarshan*



Case Code : SCBSTR009
Publication date :2005
Subject : Business Strategy
Industry : Automobile & Automotive
Length : 09 Pages


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Short Case Studies

Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

The case 'Daimler-Chrysler Merger - A Cultural Mismatch' gives an overview of the merger between Daimler-Benz of Germany and Chrysler Corp. of the US. The case focuses on the various problems faced by the merged entity. It also explores the reasons for DCX's failure to realize the synergies identified prior to the merger. It examines the different culture and management styles of the companies that were primarily responsible for this failure.

The case is intended for MBA/PGDBM level students as part of their Business Strategy curriculum. From the case, students are expected to understand why the Daimler-Chrysler merger failed to realize the synergies identified prior to the merger. Students are also expected to identify the issues that should be addressed for making a cross-cultural merger successful.


Cross-cultural Merger

Questions for Discussion:

1. The present problems in DD have their roots in the mismanagement of affairs. Critically examine the above statement.
2. Critics felt that privatization could be the only solution to the problems of DD - Do you agree? Justify your stand.
3. Discuss the steps taken by DD to revive itself.

Key words:
Daimler-Chrysler Merger - A Cultural Mismatch, merger, Daimler-Benz, Germany , Chrysler Corp., US, DCX, synergies, culture, management styles, Business Strategy

*Note : This case is a simplified version of a longer case study, and is intended for learners for whom English is a foreign language. The longer version of this case study (BSTR009) is available at: