Business integration is certainly an important source of opportunities for firms but also a particularly challenging managerial task. Business integration is usually conceived for achieving technical and strategic complementarities but often fails at delivering the expected value as the importance the post integration phase is undervalued. This article follows the development of Innova Group, from a medium national player to a multinational group. Through a deep qualitative study we show how the persistence of identities, knowledge and practices inhibits the achievement of an effective integration and of the expected advantages. Moreover we show how the visual representation of cognitive models of organizational members in strategy maps offers important benefits as for the reciprocal understanding and strategy development.
Keywords: Strategy Maps, Identity, Business integration, Change.