The case opens on the route toward bankruptcy apparently with the Ford Motor Company. Ford had been bleeding red ink for more than ten years when it decided in 2006 that continuing the same reversion attempts was not going to guide the boat. The firm was facing significant external challenges, including intense competition and changing consumer preferences, along with internal challenges, like quality and design problems along with a stifling degree of corporate sophistication.
As the case starts, CEO Bill Ford has taken the unusual step of hiring an auto industry outsider as his replacement. Alan Mulally, a thirty-seven- year Boeing veteran and principal architect of the venerable airplane manufacturer's own successful and enormous turnaround, wasted little time in getting about the company of remaking Ford. The case investigates the many causes of this -excellent firm's decline and also the measures it took to beat the odds and get back on the course of profitability.
PUBLICATION DATE: June 28, 2012 PRODUCT #: KEL663-HCB-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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