How Ford prepares for the future
Stephen WhitesideWarc
Nearly 50 years ago, one of Detroit's Big Three automakers assumed an aggressive – and progressive – marketing posture. "Ford has a better idea," it announced. The company still has a keen eye on planning for the future and, to that end, has an intrinsic interest in tracking changes in consumer attitudes and behaviour. The unique dynamics of the auto industry, however, mean this activity is as challenging today as it was in 1968.
In short, sometimes you need more than a better idea.
"If you're in the type of...