In 1999, the Nissan was suffering under a decade of decline and unprofitability, in fact the company was on the verge of bankruptcy, with continuous loses for the

past eight years resulting in debts of approx. $22 billion. Elements impacting Nissan's performance prior to the global alliance with Renault
Internal factors: Emphasis on short-term market share growth instead of a long term success strategy; Advanced engineering and technology, plant productivity,

quality management. However, less attention was given to design and innovation, on the assumption that consumers were looking for quality and safety. This implies

a lack of knowledge of the market, consumer's changing tastes, and showed that Nissan management did not pay too much attention to what competition was doing.

External factors: The devaluation of yen from 100 to 90 yen for a US dollar; Moody's and Standard & Poors's rating agencies announced in 1999 that Nissan would

be lowered from investment......

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Title: Global Leadership At Nissan
Approximate Word Count: 952
Approximate Pages: 4 (250 words per double-spaced page)

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