1. As an organization, what must Fiat do to ensure its reentry into the U.S. market does not end in the same way as its previous entry did in the 1980’s?
2. Fiat has reintroduced itself to the U.S. through two means, a new car brand, its namesake Fiat, and sharing its technology to launch a new Dodge branded vehicle. From an organizational perspective, which one of these approaches makes the most sense? Justify your answer.
3. Even though Fiat has its own branded network of dealers in the U.S., how might the Fiat-Chrysler organization be designed to allow the Fiat brand to take maximum advantage of the relationship?