Business Case Studies, Restructuring / Turnaround Strategies Case Study, Goodyear's Troubles,CEO Robert Keegan's Restructuring Strategies

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Restructuring / Turnaround Strategies Case Study

Case Title:

Goodyear's Troubles: CEO Robert Keegan's Restructuring Strategies

Publication Year : 2006

Authors: Himani Bansal, Sumit Kumar Chaudhuri

Industry: Automobiles


Case Code: RTS0068

Teaching Note: Available

Structured Assignment: Available

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n the 1990s, Goodyear, the iconic US tyre manufacturer witnessed a decline in its profits. Its debts increased as Goodyear faced successive years of recession, rising raw material costs and overcapacity in the market. After several unsuccessful attempts to turn the company around, Robert Keegan, a former Kodak executive, was appointed as the Chief Executive Officer and Chairman of the company. Robert Keegan launched a detailed restructuring plan to turn the financially troubled company around.

Pedagogical Objectives:

  • To analyse the reasons behind Goodyear’s slack market performance
  • To discuss the restructuring strategies adopted by Robert Keegan and the probability of a successful turnaround.

Keywords : Restructuring strategies; Turnaround strategies; Management change; Dealer relationships; New product developments; Tyre industry; Acquisition strategy; Management restructuring; Restructuring / Turnaround Strategies Case Study; Organisational change; Assurance tyre line

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