學門類別
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- General Management
- Marketing
- Entrepreneurship
- International Business
- Accounting
- Finance
- Operations Management
- Strategy
- Human Resource Management
- Social Enterprise
- Business Ethics
- Organizational Behavior
- Information Technology
- Negotiation
- Business & Government Relations
- Service Management
- Sales
- Economics
- Teaching & the Case Method
最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Renewing the Nissan Brand
內容大綱
One of the directors described his time working at Nissan as a "near-death experience." It was a bumpy ride, but under the guidance of Carlos Gosen, Nissan became one of the most remarkable corporate turnaround stories in the automotive or any other industry. In this case, students can see how Gosen carried out his plan to rescue Nissan by building an emotional connection between customers and the brand, introducing cross-functional teams, designing the Xterra, encouraging managers to "lead from the middle," organizing the Shift marketing campaign, and answering the question, "What's your brand stand for?" Now, Nissan faces such issues as finding the right balance between managing costs and building demand and the level of differentiation needed to maintain the customer's relationship to the brand.