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Management article
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Reference no. CMR046
Published by: University of California, Berkeley
Published in: "California Management Review", 1994

Abstract

Within its first two years, Saturn created one of the strongest automobile brands. This article explains how and why General Motors (GM) was able to accomplish this unique feat. It involved creating a world-class product, developing a team-oriented organization outside the GM fold, selling the company not the car, creating a new retailing strategy and relationship with the customer, and implementing a consistent communication effort. Ironically, Saturn''s success raises difficult strategic issues as to its future management and its role in the future of GM.

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Abstract

Within its first two years, Saturn created one of the strongest automobile brands. This article explains how and why General Motors (GM) was able to accomplish this unique feat. It involved creating a world-class product, developing a team-oriented organization outside the GM fold, selling the company not the car, creating a new retailing strategy and relationship with the customer, and implementing a consistent communication effort. Ironically, Saturn''s success raises difficult strategic issues as to its future management and its role in the future of GM.

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