Audiences and metaphors of globalization in the daimlerchryslerag merger

Abstract

This paper examines the metaphors and discourse used to strategically explain and justify the 1999 global merger of the Chrysler Corporation and Daimler Benz‐ The metaphors “a single global entity,”; “a good fit,”; and “a marriage of equals”; were used by management to help construct a favorable meaning for the merger, and enhance the probability of success. These metaphors were used in messages directed toward a variety of internal and external stakeholders. The metaphors appear to have failed due to their increasing internal inconsistency and contrast with the reality of the merger.