Global Business Today Eleventh Edition Chapter 1
1-26
Continuous Case Concept
This feature allows you to integrate the material presented in each chapter of the text using a
single industry, the auto industry. For each chapter, ideas will be presented on how to link the
chapter contents to the current situation in the auto industry. This discussion can take place at the
beginning of a new unit, at the end, or it could be threaded through the chapter material. In some
cases, you may want to use the feature more than once. By using the continuous case concept,
students will have the opportunity to understand how the elements presented throughout the text
apply to an evolving, real situation.
• Sketch out a diagram of the auto industry showing the major players such as Ford,
Chrysler, Toyota, Nissan, BMW, Mercedes, Tata, and Hyundai. Look at recent changes
in corporate structure. For example, Italian automaker Fiat recently took control of
Chrysler.
• Finally, reflect on the factors that made the industry a global one, and consider what is
likely to happen to the industry in the next three years, five years, and ten years. Students
may note for example, that although the U.S. market is getting stronger, emerging
markets have become more important. Similarly, students may predict that automakers
will continue to look for ways to streamline production. Ford, for example, believes that
auto buyers are becoming more similar in their buying habits and so has recently
implemented a new strategy, One Ford, which will allow it to sell just a few models in
every market. The company hopes that by streamlining all phases of product
development, production, and marketing it will be able to capture a larger share of the
market and bigger profits.
Video Note: To explore an article that relates to short- and long-term industry and consumer
factors automotive companies must consider in this discussion, consider Volkswagen Comes