Cultural Differences and Communication Issues in ...

International Journal of Business and Social Science Vol. 3 No. 3; February 2012 116 Cultural Differences and Communication Issues in International Mergers and Acquisitions: A Case Study of BenQ Debacle Shuhui Sophy Cheng Assistant Professor Department of Communication Arts Chaoyang University of Technology 168 Jifeng E. Rd. Wufeng District Taichung 41349, Taiwan Matthew W. Seeger Professor Department of Communication Wayne State University 585 Manoogian Hall Detroit, MI 48201, USA Abstract BenQ, a Taiwanese-based company, grabbed the international headlines on June 7, 2005, when it acquired the money-losing mobile phone division of Germany s Siemens and launched the brand, BenQ-Siemens. Subsequently the acquisition proved to be a strategic mistake, as the two companies could not successfully integrate. This article tracks BenQ s acquisition of Siemens, from the perspective of BenQ, through a qualitative case study.

International Journal of Business and Social Science Vol. 3 No. 3; February 2012 116 Cultural Differences and Communication Issues in International Mergers and

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