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1. WHAT CAR BRANDS CAN LEARN FROM SATURN'S RISE AND FALL.

Author

Smith, Kevin

Subjects
*SATURN automobile, *BUSINESS failures, *MARKETING models, *RECESSIONS
Abstract

The article focuses on the business models and long-term goals of the automobile industry during a recession. Particular attention is given to the case of General Motor's (GM) Saturn brand and how it began to fail. Lessons to learn include the power of a differentiating branding idea and breakthrough innovation directed by consumers.

Published
2009

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