The automotive press has been relentlessly critical of Chrysler CEO Sergio Marchionne — savior of Chrysler and Italy’s auto industry — about Fiat’s return to the United States. The company’s initial foray, the Fiat 500, sold only about 26,000 units in its first year, far short of Marchionne’s 50,000 unit goal. Yet the carping misses the conundrum faced by companies planning market entry — for Fiat to get big in the U.S. market, it had to start tiny.
Fiat’s Smart U.S. Launch Strategy — Really
The automotive press has been relentlessly critical of Chrysler CEO Sergio Marchionne — savior of Chrysler and Italy’s auto industry — about Fiat’s return to the United States. The company’s initial foray, the Fiat 500, sold only about 26,000 units in its first year, far short of Marchionne’s 50,000 unit goal. Yet the carping misses […]
February 01, 2012
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Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Strategy Planning and Execution. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
How to develop a winning strategy—and put it to work.