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Changing Identities. From DiverseyLever to JohnsonDiversey: a Case of Cultural Integration


  • Liberato Angellotti

    (Management Consultant)

  • Luciano Cerrone

    (Human Resource Manager, JohnsonDiversey Italia Spa)

  • Claudia Piccardo

    (University of Turin)

  • Giuseppe Varchetta

    (Psychosocioanalyst, Management Consultant, Professor of Adults Education, University of Milan-Bicocca)


The Diversey acquisition from the Unilever group was official the 1st April 1996. The final aim of this operation consisted in a merger between the new acquired company and Industrial Lever to create a new world leader reality in the industrial cleaning field. An acquisition process is in every case a complex event that generates a wide relational phenomenology. Two companies that work as competitors in a national market, through a 'far' decision of acquisition, a result of global strategies, have to start a strategic-organisational process of merger. All the acquisition and merger processes find the existence of a cultural problematic, that is linked to the identity processes of the implicated collective subjects.

Suggested Citation

  • Liberato Angellotti & Luciano Cerrone & Claudia Piccardo & Giuseppe Varchetta, 2002. "Changing Identities. From DiverseyLever to JohnsonDiversey: a Case of Cultural Integration," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Corpora.
  • Handle: RePEc:sym:journl:34:y:2002:i:2

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