Hyundai Card/Hyundai Capital and GE Money: Re-branding Decisions in a Successful Joint Venture Case Solution
Abstract:
The case provides a description of the JV in between GE Money and Hyundai Card/Hyundai Capital from its beginning through 2006 when the venture's success in Korea caused ideas of global growth, raising the concern of how the entity must be branded. GE had actually concurred to pass up the usage of its name in the branding of the card provided as brand name acknowledgment in Korea was low, while Hyundai delighted in strong awarenesss and favorable associations amongst Korean customers. Information from marketing research bearing on the circumstance in 2006 are offered to help with the choice making
Pedagogical Goals:
To go over the management and branding of a joint venture.
This is just an excerpt. This case is about Marketing
published: 31 Dec 2008
Related Case Solutions & Analyses:
Four Smart Ways to Run Online Communities
CMGI: Organizational and Market Innovation
Expedia Incorporation
Volcom-Building an Authentic Brand
The Great East Japan Earthquake (A)
Visualizing Process Behavior
Dialogue in the Dark, Hong Kong: A Role Model for Social Enterprises in the Making
Mind the Gaps: The Challenges of Using Design to Scale Wicked Problems
Gregory Shine Daycare
Biba: Stitching Plans for Growth
