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

Authors
Guttler, S., Ragos, P., and O'Rourke, J.S. (Editor)
Region
North America
Topic
Strategy & General Management
Accounting & Finance
Length
20 pages
Keywords
Corporate
General Motors
GM
bankruptcy
rebuild
stakeholders
Copyright Holder
Notre Dame
Student Price
$4.00
Target Audience
Graduate Students
Undergraduate Students

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.