Category: ESSEC Business School

The Hertz Corporation B Timothy A Luehrman Douglas C Scott

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“Hertz was an American car rental company founded in 1918 by Timothy Aloysius Luehrman and Douglas Charles Scott. Luehrman took over as the Chairman and CEO in 1923. The company grew significantly in size and influence with offices around the world. At its peak, Hertz had over 6,500 franchised locations worldwide. In 1981, Hertz became a subsidiary of General Motors as part of their ‘G.M.E.’ division.

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“What’s in a name?” The Hertz Corporation’s CEO responded to this question by saying, “The brand is not a business, but an emotion.” As a result, the company’s reputation has suffered as well. The Hertz Corporation is a well-known brand and has been around for 93 years. A few decades ago, they were considered the number one rental car company in the world. However, the competition has grown and so has the need for better branding. As the company’s market share began to s

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Bank of America Mobile Banking Sunil Gupta Kerry Herman 2010

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Veritas A Supermarket with Purpose and Positive Impact Alfred Vernis Veronica Devenin

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Jason Calacanis A Case Study in Creating Resources Jeffrey Pfeffer 2019

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The OxySacklers Making Money the Wrong Way Morten Bennedsen Brian Henry

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Aboitiz Power Corporation Cost of Capital During the Pandemic Maria Theresa Manalac Mica Ella Cu Regine Aida Catapia John Balce Lawrence Sumera

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Cola Wars Continue Coke vs Pepsi in the TwentyFirst Century David B Yoffie Yusi Wang 2002

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