ormer US Attorney‐General Ramsey Clark once said “turbulence is life force – it is opportunity”. And for today’s leading car manufacturers, dealing with this “life force” has fast become a way of life. Fortunes are mixed, demands are shifting and remaining in the driving seat is becoming increasingly difficult. Jaguar and Skoda are two auto brands that have historically operated a gulf apart – the only commonality in their backgrounds being their takeover by mass‐market manufacturers Ford and VW. But both have recently come to discover the harsh realities of business at both ends of the market, and the crucial importance of product and people in corporate strategy.
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