Publications
Publications
- March 1992 (Revised March 1998)
- HBS Case Collection
Adam Opel AG (B)
By: Hugo Uyterhoeven
Abstract
Should General Motors make a strategic manufacturing investment in East Germany after becoming number one in this market through an aggressive marketing strategy? The proposal, dependent on government assistance and based on a number of uncertain economic assumptions, seeks to introduce Japanese manufacturing methods into East Germany. How and why did Opel achieve market leadership in Volkswagen's back yard? Are the assumptions and objectives of the East German manufacturing investment reasonable?
Keywords
Transformation; Investment; Government and Politics; Leadership; Marketing Strategy; Production; Organizational Structure; Strategy; Germany
Citation
Uyterhoeven, Hugo. "Adam Opel AG (B)." Harvard Business School Case 392-101, March 1992. (Revised March 1998.)