Fast and Furious: How research drove quick results for National Car Rental
Our challenge was to renew National Car Rental, a brand founded in 1947, that had recently been driven to the brink. National Car Rental's share of total renters had fallen from near 20 percent in 1995 to under 10 percent in 2003, when the company emerged from bankruptcy. Dwarfed by brands like Enterprise (near 40 percent share of total renters) and Hertz (near 25 percent), National saw a 40 percent plunge in net income in 2004. Since 2001, National's Emerald Club had lost 30% of its most active...