Marketing turnarounds

Robert Dolan

European Management Journal, 1995, vol. 13, issue 3, 239-244

Abstract: Focusing on the successful experience of BMW (Germany) and Northern Telecom (Canada) in turning around their previously dispiriting market positions worldwide, Robert Dolan first of all describes the traditional good marketing practices which these two companies utilized to help achieve their goal. Secondly, he details seven further factors which were critical in achieving the dramatic turnarounds. These factors amount to general principles which have been observed in other corporate turnaround situations, like the recent Black and Decker strategy, and can apply to smaller companies as well.

Date: 1995
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