Hyundai Card/Hyundai Capital and GE money
Author: Paavola, Nina ; Chattopadhyay, AmitavaINSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 2008.Language: EnglishDescription: 44 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: The case presents a description of the JV between GE Money and Hyundai Card/Hyundai Capital from its inception through 2006 when the ventures success in Korea led to thoughts of international expansion, raising the question of how the entity should be branded. Initially, GE had agreed to forgo the use of its name in the branding of the card given as brand recognition in Korea was low, while Hyundai enjoyed strong awarenesss and positive associations among Korean consumers. Data from market research bearing on the situation in 2006 are provided to facilitate the decision making.Pedagogical Objectives: To discuss the management and branding of a joint venture.| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>
To discuss the management and branding of a joint venture.
The case presents a description of the JV between GE Money and Hyundai Card/Hyundai Capital from its inception through 2006 when the ventures success in Korea led to thoughts of international expansion, raising the question of how the entity should be branded. Initially, GE had agreed to forgo the use of its name in the branding of the card given as brand recognition in Korea was low, while Hyundai enjoyed strong awarenesss and positive associations among Korean consumers. Data from market research bearing on the situation in 2006 are provided to facilitate the decision making.
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