Cross-Country Mergers

Paper Summary:

Cross-country mergers occur when a company acquires another company that is based overseas. When this occurs, it becomes necessary for the company that is coming into the foreign country to learn about the local culture and adapt to it in as many ways as possible. If a company ignores local culture, it is courting failure. Gillette is a prime example of a company that has been successful with cross-country mergers and has created international success for itself. By adapting to local cultures and promoting Gillette as a local company in whatever areas it does business, Gillette has followed the principles of international success, and its worldwide brand name recognition and billions of dollars in annual sales are proof that this strategy works.

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