Download: https://doi.org/10.2307/j.ctv5cg94w The automotive sector represents more than a simple industry. Since the late nineteenth century, it has embodied the economic and technological power of nations, the lifestyle, the dynamics of... more
Download: https://doi.org/10.2307/j.ctv5cg94w The automotive sector represents more than a simple industry. Since the late nineteenth century, it has embodied the economic and technological power of nations, the lifestyle, the dynamics of urban and territorial development, and it has acted as a national barometer of economic success and failure. This book explains how the car industry works and analyses the challenges both for the sector and for the economies that rely on the industry for jobs, growth, and innovation. It explores an industry that has been under severe pressure in industrialized countries for many years—factories have shut down, jobs have gone, and brands have disappeared—yet world production has never been so high, reaching new peaks annually. Fabio Cassia and Matteo Ferrazzi investigate as well the new trends of urban mobility and the characteristic of " car of the future " : the traditional landscape of car production and usage will be driven by technological advances, connectivity, car sharing, and by one the most fascinating advances, the self-driving car. How different will be the automotive sector in a decade? Will the traditional players be challenged by new entrants such as Google, Apple, Uber?
Marka korporacyjna odgrywa coraz bardziej znaczącą rolę w procesie kreowania i zarządzania marką. Niniejszy artykuł koncentruje się na roli marki korporacyjnej w portfelu marek. Celem opracowania jest, po pierwsze, całościowe wyjaśnienie... more
Marka korporacyjna odgrywa coraz bardziej znaczącą rolę w procesie kreowania i zarządzania marką. Niniejszy artykuł koncentruje się na roli marki korporacyjnej w portfelu marek. Celem opracowania jest, po pierwsze, całościowe wyjaśnienie genezy wzrostu znaczenia marki korporacyjnej począwszy od lat 90. XX wieku. W dalszej części przedstawione są czynniki determinujące wspomniany wzrost. Dla potrzeb zrozumienia różnych ról, które może pełnić marka korporacyjna, przygotowany został krótki przegląd strategii zarządzania portfelem marek. W następnej kolejności różnorodne role marki korporacyjnej zostały szczegółowo omówione na przykładach ze świata biznesu. Na koniec, jako rezultat przeprowadzonej analizy, podjęto próbę przybliżenia odpowiedzi na pytanie, w jaki sposób zarządzać marką korporacyjną, aby odnieść największy sukces.
PurposeThis paper seeks to use branding literature to understand the rise and fall of GM's brands.Design/methodology/approachThe approach takes the form of presenting a case analysis using secondary sources covering GM's brands... more
PurposeThis paper seeks to use branding literature to understand the rise and fall of GM's brands.Design/methodology/approachThe approach takes the form of presenting a case analysis using secondary sources covering GM's brands and products, managerial leadership, and market and financial performance throughout its 100‐year history.FindingsDuring much of its first 50 years, GM was led by engineers who pioneered professional brand management, and through intelligent allocation of resources created one of the world's strongest portfolio of brands. Government anti‐trust hearings shifted GM to a cost‐cutting orientation during its second 50 years that had a negative impact on the GM brands and brought the current financial problems.Research limitations/implicationsThis is a case study of only one firm, but parallels are drawn with other firms that have had similar brand issues.Practical implicationsFirms with multiple brands need top management leadership to ensure that each...
