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Case Publications
GM Graduate Program
Peter D. Sibold
published: 2006 | Case Study | Integrated Cases
Subject Area: Accounting/Finance; Marketing; Business Policy/Strategic Management; Integrated
Key Issues: How to market GM products to university students; Financial benefits to managing a "Grad Program"
Case Description: GM of Canada, under
increasing competition from the foreign auto makers, must revise their
"Graduate Program" to assure current and future university graduates
are attracted to the GM brand - thus providing a future target market
for GM products.
# Case Pages: 26
Case Number: 010014-G
Teaching Note: No
revised May 11/06
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