Titlebook: Marketing Innovations in the Automotive Industry; Meeting the Challeng Elena Candelo Book 2019 Springer Nature Switzerland AG 2019 Automoti

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The “Golden Age” in the U.S.: From a Class-Based Market to a Personal Oneesign. GM’s designers were free to design cars as they saw fit, believed, and wanted. Advertisements frequently used words like “power”, “mighty” and “bold”, emphasising the sense of America’s technological superiority at the time. Under the pressure of several European small-car specialists, such a

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Lessons from the Japanese: The Third Paradigmrket segments as being almost isolated from one another. “Product concepts” differed from one segment to the next. Together with the variability of purchasing behaviour, this led to highly varied marketing strategies and increased the intensity of the competition. Toyota pioneered a new approach tha

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The Dawn of Globalisationndustry: (1) product proliferation; and (2) convergence in marketing management methods. Consequently, a set of “universal” industry factors drove carmakers towards strategies of the same nature, wherein execution was often the ultimate success factor. The first step was to extend the product line (

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The Secrets of Success Tedlow (.) identified a number of specific items that had a great impact on marketing strategies: the strategy of creating profit through volume; entrepreneurs having the talent and creativity to see new opportunities; the strategy of building an effective vertical system; the first-mover strategy

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Marketing Science: The Beginnings group of individuals belonging to a university who were seeking to distinguish their research and publications from those of practitioners. The breaking point was the foundation of the Marketing Science Institute, the objective of which was to bridge the gap between academic studies on the one hand

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Marketing Progress: A Never-Ending Storymanagement literature. These included Sloan’s ., Levitt’s ., Ansoff’s product/market matrix, Borden and McCarthy’s marketing mix concept, Andrews’ contribution to the SWOT analysis, the “l(fā)earning curve”, and the rise and fall of portfolio management, to mention just a few. All of them, directly or i

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The First Oil Shock: A Turning Point in Production and Marketingnd marketing strategies in the car industry. The oil crisis harmed the Big Three badly as American consumers turned to Japanese manufacturers. The oil crisis had pushed Americans to purchase cars on the basis of fuel consumption rather than segmentation based on social class. Having defined social c

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Mass Customization: Another Marketing Breakthroughugh. In their pursuit of excellence, some carmakers successfully pioneered the shift towards mass customization. In the early 1990s, two stages of the value chain were partly mixed/blended together: mass production, and mass distribution. This change was driven by three key factors, namely: (1) limi