Publications
Publications
- January 2015
- HBS Case Collection
Sergio Marchionne at Chrysler
By: Rob Kaplan and Bernardo Bertoldi
Abstract
Chrysler recently exited from the bankruptcy process, with U.S. government support and with Sergio Marchionne as CEO. Now was the time to work out how to create synergies with FIAT, how to improve the current manufacturing, product, and distribution-network configuration, and how to define the future product portfolio to compete over the long term.
In 2004, Marchionne was appointed CEO of FIAT Group, headquartered in Turin, Italy, when the company had faced a near-hopeless crisis. He performed an extreme makeover and turned the company around. In 2008 the entire global automotive industry had entered a deep crisis; in response FIAT and Chrysler had forged a partnership, and Marchionne now found himself in the same situation again.
In 2004, Marchionne was appointed CEO of FIAT Group, headquartered in Turin, Italy, when the company had faced a near-hopeless crisis. He performed an extreme makeover and turned the company around. In 2008 the entire global automotive industry had entered a deep crisis; in response FIAT and Chrysler had forged a partnership, and Marchionne now found himself in the same situation again.
Keywords
Citation
Kaplan, Rob, and Bernardo Bertoldi. "Sergio Marchionne at Chrysler." Harvard Business School Case 415-045, January 2015.