Re‐shaping Ford Europe: How a flabby giant got fit and lean
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Abstract
The Ford Motor Corporation has always been regarded as a world leader from pioneering mass production to being one of the first car manufacturers to build overseas assembly plants. Ford Europe, founded in 1967, proved the value of the overseas strategy and in the 1980s its profits offset US losses. However, by 2000, its market share was only 8 percent and accumulated annual losses totaled $2.6 milliard dollars. A recent study by Coventry Business School looks at what went wrong and how Ford fixed it.
Keywords
Citation
(2003), "Re‐shaping Ford Europe: How a flabby giant got fit and lean", Strategic Direction, Vol. 19 No. 8, pp. 19-21. https://doi.org/10.1108/02580540310794886
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited