Purpose: – The increasing importance of branding has been highlighted by many authors and there is a general absence of a clearly defined approach taken by companies to penetrate emerging markets with their brands, especially with reference to the Indian market. This paper aims to investigate...

Purpose – The aim of this paper is to investigate the cross-border acquisition’s process through the Fiat-Chrysler case. Many automotive companies have considered cross-border mergers and acquisition (M & A) as a necessary step to face increasing competition and globalization, but only few...