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Recreating success from the brink of disaster: Strategic turnaround lessons from Volkswagen's emissions scandal

Strategic Direction

ISSN: 0258-0543

Article publication date: 17 April 2019

Issue publication date: 21 May 2019

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Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This case study concentrates on the four-step approach of replace, restructure, redevelop, and rebrand that proved to be an antidote to the negative public relations created by Volkswagen’s (VW) emissions fraud revelation. VW recovered from the blow by aggressively realigning their focus to the environmentally positive electric and autonomous vehicle market.

Originality/value

The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Keywords

Citation

(2019), "Recreating success from the brink of disaster: Strategic turnaround lessons from Volkswagen's emissions scandal", Strategic Direction, Vol. 35 No. 6, pp. 12-14. https://doi.org/10.1108/SD-03-2019-0049

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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