Publications
Publications
- May 1989 (Revised June 1990)
- HBS Case Collection
Ford Motor Co.: The Product Warranty Program (B)
Abstract
Raises some exciting issues concerning the role of product warranty as a strategic marketing tool. General Motors, in response to a sharp drop in its market share, makes a dramatic change in its warranty policy. Ford has to decide how best to respond to this change.
Keywords
Citation
Menezes, Melvyn A. "Ford Motor Co.: The Product Warranty Program (B)." Harvard Business School Supplement 589-057, May 1989. (Revised June 1990.)