Building a Brand: The Saturn Story Harvard Case Solution & Analysis

During the first two years, Saturn created one of the best car brands. This article explains how and why General Motors (GM) was able to accomplish this unique feat. It involved creating a world-class product, team-oriented organization outside the GM fold, not the car company's sales, creating a new retail strategy and customer relationships, and the implementation of the consistent efforts of communication. Ironically, the success of Saturn raises difficult policy issues in relation to its future management and its role in the future of GM. "Hide
by David A. Aaker Source: California Management Review 20 pages. Publication Date: January 1, 1994. Prod. #: CMR046-PDF-ENG

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