How thinking local helped Enterprise-Rent-A-Car to go global
Principal authors: Sarah Morning and Toby Horry, Dare
This is a paper about how investing in additional local production, even when markets share a common language, can be really worth it.
American car hire company Enterprise-Rent-A-Car (ERAC) has a very different business model to that of its competitors. Whilst Hertz and Avis have built their reputations servicing national and international airports and travel hubs, since its inception in a basement office in St. Louis, ERAC has always taken an alternative approach; establishing itself in local neighbourhoods and forging high value relationships...