How did cultural differences lead to the failure of the BenQ – Siemen’s merger?

Consider the following questions in the context of this case:

1. How did cultural differences lead to the failure of the BenQ – Siemen’s merger?

2. The case describes how BenQ communicated both during and after the acquisition. What could they have done differently to improve communication?

3. What if BenQ had acquired Toshiba’s mobile communications division. Given that Toshiba is a Japanese company, what communication difficulties might they have encountered? 

Grading Rubric:

Criterion			A-level	B-level	C-level	D-level	Unsatisfactory	Mark
Overall  Organization			Logical, clear, and effective	Clear and effective	Clear, could be more effective	Not very clear	Inadequate	/2
Identification of cultural differences between BenQand Siemen’s			Clear, concise, and effective	Clear and effective	Clear, could be more effective	Not very clear	Inadequate	/2.5
Suggestions for communication improvements			Clear, concise, and effective	Clear and effective	Clear, could be more effective	Not very clear	Inadequate	/2.5
Analysis of BenQ’scommunication with Toshiba			Uses professional sources extensively and effectively	Uses professional sources sufficiently	Uses professional sources adequately	Uses some professional sources	Does not use professional sources	/3
APA format; References			Documents sources using APA format precisely throughout	Documents sources using APA format with a few errors	Documents sources using APA format with many errors	Does not use APA format adequately	Does not use APA format	/2
Writing effectiveness			Writes clearly, concisely and effectively	Writes clearly, and effectively, with only a few errors	Writes clearly and concisely, with many errors	Writing is unclear, with too many errors	Writing is unclear and unfocused, with many serious errors	/3
Total:	/15

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