Reports on a study into the company turnaround process in the Australian heavy engineering industry. Provides insights into the company regeneration phenomenon with particular emphasis on the marketing approaches taken by turnaround companies. The methodology employed in the study is qualitative in nature, which is appropriate in terms of the aims of the research, and the number of companies actively engaged in turnaround at any one time. Successfully turned around firms appear to engage in a process of “market manipulation”, as they fight to survive, give new meaning to their world, and develop their destiny in a very competitive marketplace.
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