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Nissan

In: The Hybrid Factory in Europe

Author

Listed:
  • Hiroshi Kumon

Abstract

The Nissan Motor Company began to produce cars before the World War II and for decades after the war it occupied second place in the domestic market. Having earned a reputation for excellence it took the lead over other Japanese carmakers in terms of both exports and overseas production. In the 1990s, however, the company suffered a serious management crisis and sought a capital injection from Renault of France. Thus Renault, which was trying to globalize its operations, acquired a 36.8 per cent stake in Nissan in March 1999. Among the reasons for Nissan’s crisis were union intervention in the management of the company, the marketing team’s failure to adapt to market changes after the collapse of the bubble economy, and Nissan’s failure to draw up a company-wide strategy. The latter has been attributed to the company’s lack of organizational strength and inefficient management (Ghosn, 2001, p. 163).

Suggested Citation

  • Hiroshi Kumon, 2004. "Nissan," Palgrave Macmillan Books, in: Hiroshi Kumon & Tetsuo Abo (ed.), The Hybrid Factory in Europe, chapter 17, pages 240-245, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-52365-4_17
    DOI: 10.1057/9780230523654_17
    as

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