Honda in Europe

Honda's global strategy which was successful in Japan and North America failed in Europe because the company failed to understand the European culture and treated it like a one single market.The selection criteria among European car buyers are not based on economy and performance as in North America, but on brand image and individuality.The imbalance between Honda's technical side and marketing side created a serious organizational mismanagement in 1990 which caused the departure of the technologically-biased president and founder of Honda.…