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Operations Due Diligence by James F. Grebey

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CHAPTER 7

Assessment of the Sales and Marketing Infrastructure

In 1919 Edsel Ford succeeded his father, Henry, as president of the Ford Motor Company. During his tenure, Edsel Ford made a number of contributions to the business, the most notable of which was the addition of the Lincoln Mercury division. His tenure ended with his early death in 1943 at the age of 49 after which his son, Henry Ford II, assumed the presidency. In 1957, Ford memorialized Edsel with the launch of a new product line in his name. The launch of the Edsel division represented a major marketing initiative for the Ford Motor Company.

The Edsel was intended to compete with the General Motors mid-priced Oldsmobile. Until that point the Lincoln Mercury had competed with Oldsmobile, ...

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