Within the first two years of Saturn created one of the strongest automotive brands. This article explains how and why General Motors (GM) was able to accomplish this unique feat. It was the creation of a world-class product, the development of a team-oriented organization outside the GM fold, the sale of the company not the car, a new strategy in the retail sector and with the client and the implementation of a consistent communication overhead. Ironically throws Saturn success difficult strategic issues … Read more »

Within the first two years of Saturn created one of the strongest automotive brands. This article explains how and why General Motors (GM) was able to accomplish this unique feat. It was the creation of a world-class product, the development of a team-oriented organization outside the GM fold, the sale of the company not the car, a new strategy in the retail sector and with the client and the implementation of a consistent communication overhead. Ironically throws Saturn success difficult strategic issues regarding the future management and its role in the future of GM.
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from
David A. Aaker
Source: California Management Review
20 pages.
Release Date: 1 January 1994. Prod #: CMR046-PDF-ENG
Building a Brand: The Saturn Story HBR case solution