One of the directors described his time working at Nissan as a "near-death experience." It was a bumpy ride, but under Carlos Gosen, Nissan has become one of the most significant turning point in the history of corporate automotive or any other industry. In this case, students can see how Gosen is his plan to rescue Nissan by creating an emotional connection between consumers and the brand, introducing cross-functional teams, designing Xterra, encouraging managers "lead from the middle," the organization shift marketing campaigns, and to answer the question "What does your brand stand?" Now, Nissan is faced with issues such as finding the right balance between the cost of building management and demand and the level of differentiation required to maintain the customer relationship with the brand. "Hide
by James P. Rubin, Mary Jo Hatch, Majken Schultz Source: Darden School of Business 32 pages. Publication Date: December 21, 2006. Prod. #: UV0933-PDF-ENG
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