Mastering The Challenges of The Automotive Industry

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This book charts the growth and achievements of one of the world's most important industries. The authors, two leading figures in the German automotive industry, describe the strategies that have led to the German industry's great success. They also discuss how German auto manufacturers are meeting challenges from emerging worldwide competitors. This book demonstrates what can be achieved with first-class management, marketing, branding, innovation and clear strategic aims, and as such it holds valuable lessons for managers in all industries.

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Bernd Gottschalk is the President of the Organisation Internationale des Constructeures d'Automobiles (OICA). He is also President of the German Association of the Automotive Industry (VDA). Previously Dr Gottschalk was President of Mercedes-Benz do Brasil and a member of the Board of Management of Mercedes-Benz AG.Ralf Kalmbach is a managingpartner of the Automotive Competence Centre (ACC) of Roland Berger Strategy Consultants. ACC works with leading light and commercial vehicle manufacturers, automotive distributors and retailers, automotive suppliers and service providers around the world to solve a wide range of strategic issues and operational problems at every stage of the automotive industry value chain. With more than 18 years of professional experience in consulting, Ralf Kalmbach has extensive experience in strategic planning, business design / redesign, operational and organizational alignment and large scale change programs. He has assisted major European and US corporations on various aspects of their operations in response to globalization and value shifts. He was formerly in the corporate planning department of Daimler Benz AG.