RAC Motoring Services Ltd

  • David Jackson

Abstract

This case study examines a turnaround that started in the mid 1980s. Elements of understanding the customer, changing processes, people and leadership all exist. A key part of the RAC case is a significant investment in technology. Unlike other major IT investments, however, the RAC shows how success only comes when all the pieces are in place and fit together.

Keywords

Marketing Dispatch 

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Copyright information

© David Jackson 1997

Authors and Affiliations

  • David Jackson

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