M&A: the challenge of aligning organizational cultures – Lessons from the Ben & Jerry’s vs. Unilever case

In M&A (mergers and acquisitions) operations, legal and financial aspects are not the only ones to be considered.
The Ben & Jerry’s vs. Unilever case showed that neglecting cultural alignment can compromise the success of the transaction, even between consolidated brands.

Understanding the case:
– Conflict of values: Ben & Jerry’s social activism led to disagreements with Unilever, especially over political and business decisions.
– Autonomy vs. integration: the legal dispute over control of the brand revealed the complexity of preserving cultural identity in global corporate structures.
– Reputational impact: the case generated public debate and distress for both parties, demonstrating that that culture is not a “detail” in M&A.

Aspects that must be taken into account in an M&A operation:
– Compatibility: assess the convergence of the parties’ values and mission before the transaction.
– Governance structure: define from the outset how strategic decisions will be made to preserve the identity of the brands or their integration.
– Integration plan: not restricted to processes by also including team management and organizational culture.

At MKGV Advogados, we understand that successful M&A goes beyond numbers. It requires a strategy that includes legal, financial and cultural aspects.