The Motor City: Rebuilding Detroit's Image Post-bankruptcy
商品編號：9B14A049
出版日期：2014/09/09
再版日期：
商品來源：
商品主題：International Business; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：Rebranding;government;bankruptcy;urban renewal;United States
難易度：5 - MBA/Postgraduate
內容長度：8 頁
地域：United States
產業：Public Administration
事件年度：2014
Rebranding is a marketing strategy often used by companies. The rebranding of a city is not only less common but far more complex. By 2013, the city of Detroit, Michigan was facing a multitude of problems: declining population, crumbling roads and bridges, abandoned properties, an alarming school drop-out rate, poverty, high cost of pension plans, government corruption, growing crime and crippled emergency services. The 2008 recession had dealt a serious blow to its core automotive industrial sector, and although some high tech companies were moving in, the “Motor City” was wallowing in debt. In July 2013, Detroit filed for bankruptcy protection, which was granted that December. Its financial emergency manager was able to strike deals with its major debt-holders, the banks, and with the city’s largest union, but these forward steps were threatened when the water department started cutting off water to households that could not pay bills that had risen 120 per cent over the past decade. How does a city facing outraged residents and investors, that lacks infrastructure to such a degree that almost half of its traffic lights are non-functional and that is in an atrocious financial state repair its image and attract new investors?
教學手冊：The Motor City: Rebuilding Detroit's Image Post-bankruptcy - Teaching Note
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