ルノー社の全社レベル戦略の論理

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  • THE LOGIC OF CORPORATE-LEVEL STRATEGY IN RENAULT
  • ルノーシャ ノ ゼンシャ レベル センリャク ノ ロンリ

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Since 2006 Renault has changed its strategy, when Carlos Ghosn became the CEO. The strategy, including five concrete plans, is very different compared with the past. This study objectively and subjectively concerns this strategic change. It is important to analyze both sides of strategic change. In this paper I use the theory of dominant logic and analogical inference framework about subjective side of corporate-level strategy. Carlos Ghosn, who had experienced the diversity of culture and the difficult situations of various factories, had used the analogical inference framework on the dominant logic to change the strategy. However his analogical inference had a few limitations for building a new logic.

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