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The case presents a description of the JV between GE Money and Hyundai Card/Hyundai Capital from its inception through 2006 when the venture’s success in Korea led to thoughts of international expansion, raising the question of how the entity should be branded.
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Reference 5557
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Published 31 Dec 2008
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Length 44 page(s)
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Topic Marketing
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Region Global
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Industry Financial Services
The case presents a description of the JV between GE Money and Hyundai Card/Hyundai Capital from its inception through 2006 when the venture’s success in Korea led to thoughts of international expansion, raising the question of how the entity should be branded.