Abstract
This paper highlights the role corporate identity plays in merger and acquisition activity and examines the advantages of a prior strategic alliance in the development of a new corporate identity post-merger. This paper considers whether a prior strategic alliance could be of benefit in developing and installing a new post-merger corporate identity. In order to do this the framework that is suggested by Melewar and Jenkins (2000) is applied to the Renault-Nissan strategic alliance to analyse which areas in the formation of a new corporate identity are directly aided by the alliance. The potential success of a Renault-Nissan merger on corporate identity grounds is also considered.
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© 2008 T. C. Melewar, David Stark and Elif Karaosmanoğlu
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Melewar, T.C., Stark, D., Karaosmanoğlu, E. (2008). Renault-Nissan: A Study into the Advantages of a Prior Strategic Alliance in the Development of a Post-merger Corporate Identity. In: Melewar, T.C., Karaosmanoğlu, E. (eds) Contemporary Thoughts on Corporate Branding and Corporate Identity Management. Palgrave Macmillan, London. https://doi.org/10.1057/9780230583221_11
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DOI: https://doi.org/10.1057/9780230583221_11
Publisher Name: Palgrave Macmillan, London
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