Managing in Troubled Times Case Study

Mitsubishi Product Recall: A Self-made Scandal?

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Abstract:
In a growing automobile market, Mitsubishi Motor Corporation was losing ground very badly. A series of scandals involving the company's attempt to hide customer complaints on products and subsequent product recalls had tarnished Mitsubishi's brand image. A financial crunch, no new innovative models and tough competition were pushing Mitsubishi towards bankruptcy.

Pedagogical Objectives:

• To analyse the impact of quality problems and the recalls on the company's brand image
• To evaluate the company's options to turnaround its fortune.

Keywords : Mitsubishi Motor Corporation; Product recalls; Toyota, Honda; Automobile industry; DaimlerChrysler; Competitive strategies; Restructuring strategy; Yoichiro Okazaki; Turnaround; Corporate social responsibility; Managing in Troubled Times Case Study; Growth strategies; Corporate ethics; Alliances and partnership

Contents:

• Introduction
• Product Recall
• The Growing Troubles
• The New Restructuring Plan