Merging Identities — Lowlands Logistics' First 100 Days

A four-round, advanced change-leadership and M&A simulation set inside Lowlands Logistics Group, the EUR 750 million, 3,000-person Dutch logistics-technology company formed on 1 April 2026 from the merger of Stadhaven B.V. (Rotterdam, 1998 — 1,800 staff, EUR 410M, a proud engineering-led incumbent) and Nimbus N.V. (Amsterdam, 2016 — 1,200 staff, EUR 340M, a cloud-native challenger).

The deal's entire logic rests on retaining and combining the two engineering organisations (1,150 people), but day-one surveys show only 34% identify with Lowlands while 81% still identify with their legacy firm, perceived justice sits at 5.2/10, and people analytics flag ~250 engineers (22%) at elevated flight risk — losing the top 50 would slip the integrated-platform roadmap 6–9 months and put EUR 22M of synergies at risk.

Playing the integration office, you lead the human side of the merger across the 100-day window through a social-identity lens (Giessner's research on identity management during mergers). Round 1: diagnose where identity threat is highest and which pending decisions carry identity weight, and set your opening posture.

Round 2: commit the founding narrative along the continuity-change spectrum — a fast 'one new Lowlands' rebrand (the dominance trap that maximises threat and exits), 'two brands, slow blend' (separation paralysis that stalls synergy), or a dual-identity / sense-of-continuity path that builds a superordinate identity while honouring both legacies.

Round 3: resolve three justice flashpoints — which engineering standards win, how to harmonise titles and the ~8% senior pay gap, and who leads the merged platform org — each handled across distributive, procedural and interactional justice, with retention actions for the at-risk engineers.

Round 4: land the 100 days before the board and a town hall, balancing identification, retention, perceived justice and integration progress.

The math rewards a sense-of-continuity narrative, fair process and respectful explanation, deliberate symbolic choices, and integration that actually progresses — and punishes the five classic errors: dominance dressed as merger, separation paralysis, technical-only decisions, outcome without process, and dismissing symbols.

Final KPIs track post-merger identification (%), talent retention, perceived justice (/10) and integration progress (%).

An advanced simulation for participants used to working with the main frameworks and trade-offs of the subject, designed for executive education and experienced professionals.