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Alain Giraud ACF Abstract FY10

Trelleborg Automotive: A Growth Initiative Decision

Conference Name: North American Case Research Association

In 2008, Trelleborg Automotive (TA) was the largest rubber non-tire manufacturer in the world, and its automotive business segment represented 30 percent of its net sales. However, strong global competition in the automotive market resulted in low margins, and restoring sustainable profitability became a strategic priority for the firm. By using material alternatives to rubber and focusing on more profitable segments, the case explores whether the proposed growth initiative could support the long-term competitiveness of the firm.

Alain Giraud and Nancy Levenburg