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Recently I have read an article on BW about amazing success of GE minority stake in joint venture with Hyundai. They grabbed big chunk of market leveraging GE risk management and discipline with Hyundai innovation and marketing. My opinion - in situation when globalization is up, free niches are out and "american way of life" popularity flat minority stakes in JVs are the only way to move up for the behemoth. http://www.businessweek.com/magazine/content/09_17/b4128046027435.htm Also case in point: they leveraged the Loyalty program with bonus points extensively. HyundaiCard pay back by accumulating points that equal 2% of purchases with the card. That encourages holders of multiple cards to use HyundaiCard as their primary plastic. Фverage monthly spending by those customers is 37% higher than that of ordinary card users |
