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Risky business : a case study of Hyundai Motor Company's success in the U.S. market

by Graf, Brian Kenneth


Since its entrance into the American market, Hyundai Motor Company has transformed itself from an auto producer that was known for its poor quality and low price to one with a substantial market share, and stealing customers away from many industry veterans, as well as pushing into the luxury segment of the auto market. But how was this late-moving car maker able to gain an advantage in this extremely competitive market? This thesis attempts to answer this question through the method of archival research that results in a detailed history of the company as well as a case study that examines which factors were crucial to Hyundai Motor Company's success. This case study found that there were four key areas of the company’s business that assisted it in achieving the accomplishments that it did: a unique culture, a flexible production strategy, a constantly evolving positioning strategy, and an extremely perceptive marketing team.


Colorado College Honor Code upheld.

Includes bibliographical references.

Administrative Notes

Colorado College Honor Code upheld.

Copyright restrictions apply.
Colorado College
Digital Origin
born digital
84 pages : color illustrations
Senior Thesis -- Colorado College
Thesis Advisor
Stimpert, Larry
Economics and Business
Degree Name
Degree Type
Bachelor of Arts
Degree Grantor
Colorado College
Date Issued