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Rebuilding an Icon: GM’s Return to the Public Markets

Guttler, S., Ragos, P., and O’Rourke, J.S. (Editor)
February 15, 2018
North America
Strategy & General Management, Accounting & Finance
20 pages
Corporate, General Motors, GM, bankruptcy, rebuild, stakeholders
Student Price: 
$4.00 (€3.76)
Average rating: 

General Motors Corporation, once the largest car manufacturer in the world, is now a cautionary tale for corporate complacency. After requesting government assistance during the Great Recession and subsequently, filing for bankruptcy, the company must rebuild its reputation and address stakeholder concerns as it prepares to return to the public markets. 

Learning Outcomes: 
  1. To identify the economic events and business factors that led to the downfall of an iconic industry leader.
  2. To serve as a public relations example about the importance of ongoing communication with the general public to manage a company's reputation.
  3. To encourage discussion on how a company may rebuild its corporate image and brand character among stakeholder groups with varying interests.
  4. To identify issues and challenges a company faces as it prepares for its IPO.