Brands and corporate mergers — F15 Fighter vs. the 787 Dreamliner

In 1997 Boeing and McDonnell Douglas agreed on a merger.  That marriage looked great on paper…  Boeing’s strength was McDonald Douglas’ weakness. And vice-versa. A match made in heaven, or at least in the clouds. But the Boeing deal demonstrates how brands and corporate mergers usually butt heads. Boeing’s shortcomings on the military side would …

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