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The Secrets of Success

  • Elena CandeloEmail author
Chapter
Part of the International Series in Advanced Management Studies book series (ISAMS)

Abstract

Few carmakers passed the selection process of the automotive industry’s first decades of history. Many authors have dealt with the secrets of success. Tedlow (1996) identified a number of specific items that had a great impact on marketing strategies: the strategy of creating profit through volume; entrepreneurs having the talent and creativity to see new opportunities; the strategy of building an effective vertical system; the first-mover strategy of reaping high returns by building barriers against new entrants; the strategies of new entrants to attack those barriers; and success in the market being determined by how well the relentless change in competition and consumer behaviour was faced and managed. Some carmakers, led by exceptional entrepreneurs or managers skilled at coordinating mass production and mass marketing, obtained significant results in terms of profit and returns on investments. Others, attracted by these results, sought to enter new markets, but few succeeded in overcoming the barriers created by first-movers. The higher the barriers erected by first-movers, the longer they were able to hold onto their successes. In the car industry, one of the most relevant barriers is capital requirement.

References

  1. Porter M (1985) Competitive advantage. Creating and sustaining superior performance. Free Press, NYGoogle Scholar
  2. Sculley J (1987) Odyssey. Pepsi to Apple. A journey of adventures, ideas and the future. Harper & Row, NYGoogle Scholar
  3. Sloan A (1963) My years with General Motors, Dobleday, Garden City, NY. Revised 1991Google Scholar
  4. Tedlow R (1996) New and improved. The story of mass marketing in America. Harvard Business School PressGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Department of ManagementUniversity of TurinTurinItaly

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