Keywords: Rationalization
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Journal Articles
European Business Review (2003) 15 (2): 77–86.
Published: 01 April 2003
...Tom Donnelly; David Morris Within the contexts of globalization, rationalization and modularization, this article seeks to explore why Ford Europe performed so badly in the second half of the 1990s, sustaining heavy losses and falling market share. The causes of this are deep‐rooted and are traced...

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