Term Papers on Corporate Level Strategy from Term Papers Lab.
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no. 1-0071
This case was written by Professor Sydney Finkelstein
© 2002 Trustees of Dartmouth College. All rights reserved. For permission to reprint, contact the Tuck School of
Business at 603-646-3176.
The DaimlerChrysler Merger
Summary
In the mid-1990s, Chrysler Corporation was the most profitable automotive producer in the
world. Buoyed by record light truck, van, and large sedan sales, revenues were at an all-time
high. Chrysler had taken a risk in producing vehicles that captured the bold and pioneering
American spirit when imports dominated the market the Dodge Ram, the Jeep Grand
Cherokee and the LH Sedan Series. In these vehicles Chrysler found an instant mass appeal,
and its U.S. market share climbed to 23% in 1997. As revenues and market share rose,
product development costs shrank to 2.8% of revenues - compared with 6% at Ford and 8%
at General Motors1. Chrysler's integrated design teams and noncompetitive relationships
with suppliers kept costs down,......
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Title: Corporate Level Strategy
Approximate Word Count: 2559
Approximate Pages: 11 (250 words per double-spaced page)
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