Raises some interesting questions about the role of product warranty as a strategic marketing tool. General Motors, in response to a sharp decline in its market share, makes a dramatic change in its warranty. Ford has to decide how best to react to these changes.

Raises some interesting questions about the role of product warranty as a strategic marketing tool. General Motors, in response to a sharp decline in its market share, makes a dramatic change in its warranty. Ford has to decide how best to react to these changes.
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Melvyn A.J. Menezes
Source: Harvard Business School
2 pages.
Release Date: 17 May 1989. Prod #: 589057-PDF-ENG
Ford Motor Co.: The Product Guarantee Program (B) HBR case solution