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Carmelo Ezpeleta: As a communications strategist, I've been on the inside of a few mergers. The easy ones involve merging similar businesses that operate in different markets (Fiat absorbing Chrysler) or merging a manufacturer with a distributor to create more vertical integration. Merging competitors is harder. Dorna CEO Carmelo Ezpeleta will find that the problem is not rationalizing the business, it's merging two very different corporate cultures.