2004 Fixed Costs Franchising Marketing 
Harvard Business Review
JULY 20, 2011
A succession of CEOs prior to Rick Wagoner (who fought heroically to overcome the dreadful hand he was dealt) allowed all manner of legacy costs to build up (retiree health, Jobs Bank, etc.) and those largely fixed costs were more painful and debilitating if GM shrank in the U.S. market: small and mid-car. And in the U.S.
Harvard Business Review
JANUARY 5, 2017
Political campaigns are marketing campaigns, messages aimed at selling a product. Yet by 2004 its market share was down to 3%. It focused its efforts on earning a majority share of Europe’s digital classified advertising market (a product that connects buyers and sellers). Bigger marketing budgets may not pay off.
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