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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