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Behind the wheel at Chrysler : the Iacocca legacy

Author: Doron P Levin
Publisher: New York : Harcourt Brace, ©1995.
Edition/Format:   Print book : English : 1st edView all editions and formats
Summary:
When the Chrysler Corporation teetered on the verge of bankruptcy in 1979 and 1980, a business folk hero was born: Lee Iacocca. Ignominiously fired as president of Ford Motor Company, Iacocca appeared vindicated as he led Chrysler to a miraculous recovery. During the next four years he successfully hawked Chrysler cars - and himself - in television commercials and a best-selling autobiography. By 1983, Chrysler was  Read more...
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Additional Physical Format: Online version:
Levin, Doron P.
Behind the wheel at Chrysler.
New York : Harcourt Brace, ©1995
(OCoLC)637128448
Named Person: Lee A Iacocca; Lee A Iacocca
Document Type: Book
All Authors / Contributors: Doron P Levin
ISBN: 0151117039 9780151117031
OCLC Number: 32130702
Description: xiii, 354 pages, 8 unnumbered pages of plates : illustrations ; 24 cm
Contents: Sunset --
Eighty Years of Supremacy --
The Real Lee --
Bailing Out --
The Seekers --
Perilous Prosperity --
The Gilded Age --
Bob Lutz's Story --
Jerry Greenwald's Story --
Godzilla Economics --
Nagoya Rules --
Asia in America --
The Honda Team --
Dreams Meet Reality --
The Making of the L/H --
Changing of the Guard --
Endgame --
The Turning Point --
Epilogue.
Responsibility: Doron P. Levin.
More information:

Abstract:

When the Chrysler Corporation teetered on the verge of bankruptcy in 1979 and 1980, a business folk hero was born: Lee Iacocca. Ignominiously fired as president of Ford Motor Company, Iacocca appeared vindicated as he led Chrysler to a miraculous recovery. During the next four years he successfully hawked Chrysler cars - and himself - in television commercials and a best-selling autobiography. By 1983, Chrysler was profitable again, and Iacocca was being mentioned as a potential candidate for president of the United States. Twelve years later Iacocca, since retired, made the headlines again. This time, however, he was not winning kudos for saving Chrysler, but drawing criticism for joining with venture capitalist Kirk Kerkorian in a hostile takeover bid of Chrysler that some experts felt threatened the company's stability. Based on extensive research and interviews with industry experts, Chrysler executives, and current and former friends of Lee Iacocca, Behind the Wheel at Chrysler offers a startling look at Chrysler under Iacocca's leadership. Doron P. Levin chronicles how Chrysler's research and development was constrained even as the company poured money into nonautomotive ventures; how many of Chrysler's "new" models were simply redesigned chassis on existing platforms; how internal rivalries undermined the company's productivity; and more.

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