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At the beginning of the 1990s the German car industry had its back
to the wall. Japanese competitors were demonstrating significant
advantages in terms of quality and productivity. Consultants warned
that only a few global car groups would survive. Instead of
following the Japanese concepts of lean production, Mercedes-Benz,
BMW, Porsche and Audi developed a new innovative premium brand
strategy and initiated a revolution in the industry by setting
innovative benchmarks. This book analyzes the story.
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