Although the automotive industry is one that, for many, represents a defining feature of the twentieth and twenty-first centuries, it is also an industry that is poorly understood. Despite the plethora of literary material dedicated to the subject, the overall perspective of the industry has been lost in speculation and self-promotion. The result of six years of research at Cardiff Business School, 'Surfing the Global Tide' is the first book in years to reassess the structuring forces that shape the industry. The result is a new paradigm for the industry that sets out how firms should be integrated and quantifies the economies of scale necessary for long-term survival. The book explains why the global giants have grown bloated beyond economic necessity, and suggests the vertical joint venture as a strategy for small firms to punch above their weight.

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