Posted: March 12th, 2022
Corporates seeking to accomplish various goals may opt for alliances and acquisitions to address their needs. The two strategies focus on the external growth of the involved parties (He et al., 2020). Alliances refer to cooperation agreements between firms, while acquisition refers to the transfer of the management and control from one firm to the next. The focus of this discussion is a closing case: Fiat Chrysler: From Alliance to Acquisition. Chrysler had a chaotic alliance with the Daimler Benz, leading to Fiat’s alliance with a struggling Chrysler.
The alliance between Daimler and Chrysler had been termed as equal. This was the start of their problems, in addition to the cross-cultural differences. In an alliance where the parties are equal, it is usual to find commitment problems or a fight for control of the firm’s operations. Peng 2017, stipulates that the level of equity of an alliance is a crucial determiner to how best it can perform. When there is a high level of commitment from one party, the party ends up working more while the other may not be committed. Alliances at equal levels require a stipulated form of regulation that guides the alliance’s direction.
Fiat and Chrysler alliance had more chances of emerging successful after the failure of the first working alliance. Firstly, the two parties had similar mass-market operations. The Daimler Chrysler alliance had different market operations, with the Daimler dealing with a working-class truck and the latter dealing with SUV. This means that the goals may have differed at one point, which increased the poor performance of the alliance. Fiat – Chrysler alliance, each party, supported the other to achieve their objectives. A value comes from the formation of the alliance, which is a good indicator of success when the companies work together (Peng, 2017).
Also, Fiat has a rarity in managing their alliance for efficiency (Peng, 2017). The managers in each alliance must have a winning perspective of the alliance rather than that of an individual company. Once parties in an alliance embark on a competitive form of operations, it opens chances for rivalry and breakup of the alliance. Each manager can present the interest of their firms and reach a consensus on which level each firm can be allowed to act. In addition, Fiat has resources that Chrysler could imitate because there was less cultural diversity between the two firms.
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