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Renault-Nissan: A Study into the Advantages of a Prior Strategic Alliance in the Development of a Post-merger Corporate Identity

In: Contemporary Thoughts on Corporate Branding and Corporate Identity Management

Author

Listed:
  • T. C. Melewar
  • David Stark
  • Elif Karaosmanoğlu

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.

Suggested Citation

  • T. C. Melewar & David Stark & Elif Karaosmanoğlu, 2008. "Renault-Nissan: A Study into the Advantages of a Prior Strategic Alliance in the Development of a Post-merger Corporate Identity," Palgrave Macmillan Books, in: T. C. Melewar & Elif Karaosmanoğlu (ed.), Contemporary Thoughts on Corporate Branding and Corporate Identity Management, chapter 10, pages 187-204, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-58322-1_11
    DOI: 10.1057/9780230583221_11
    as

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