Ford Motor CEO-President Alan Mulally is given props in this article for keeping the automaker in much better financial shape than its Detroit rivals largely by concentrating on its major brands -- Ford, Lincoln and Mercury -- and jettisoning Aston Martin, Jaguar and Land Rover. Among Mulally's other successful strategies were a series of marketing moves, including naming a Toyota executive to helm marketing, updating its brand imaging and trying to get better ROI from fewer ads.

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