Abstract Ford Motor Company designed a car to compete with the middle-price General Motors cars. Due to faulty execution of a sound marketing plan, the Edsel was notoriously unsuccessful. The author examines the most grievous errors-establishment of too many car divisions and dealerships, hasty introduction of an untested car, unfortunate styling—that contributed to the failure. Several alleged mistakes should not be blamed on Ford, the most notable of these is the marketing research, which in actuality was of good quality. In addition to mistakes, the Edsel promotion was plagued with incredibly bad luck. For instance, a rash of “Hate Detroit” articles began to flood the market at about the time the car was introduced. Ten years later, Ford management has recovered and is ready for new ventures.
The Edseledsel ten years later
Business Horizons ; 10 , 3 ; 39-46
01.01.1967
8 pages
Aufsatz (Zeitschrift)
Elektronische Ressource
Englisch
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