The owners of CRS Sirrine were not the only ones to recognize culture clashes as serious dangers for merged firms. Both Gido and Cramer consider this issue as important as negotiating financial terms. Selling a firm is not like selling real estate because a firm is largely an intangible collection of talent and good will. Staff who feel disrespected, or who don’t respect the work of the parent company, can walk out and devalue the sale.
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