Summary
In early June 2009, General Motors declared bankruptcy and launched a new "re: invention" initiative to engage with the public and share the ways that the company would emerge leaner and prepared to succeed. From the author's perspective, the marketing aspects of the re: invention rollout looked like a collection of the same old marketing stuff that hadn't served GM too well over its decades of decline. GM is beginning to humanize the company, and the re: invention process has been swift. Several weeks later, on July 10, GM CEO Fritz Henderson not only did the typical news conference for mainstream media reporters, but he also engaged with people in online forums.
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Extract
Re: Invention
in early June 2009, General Motors declared bankruptcy and launched a new "re: invention" initiative to engage with the public and share the ways that the company would emerge leaner and prepared to succeed. GM's ...
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