Abstract
The name NISSAN Motor Co. appeared for the first time in 1934 from a company called Jidosha-Seizo Kabushiki-Kaisha, a combination of several automotive ventures and the Brand DATSUN. Nissan was the pioneer of the development of new automobile technology in the 1970s. It knew a very fast growth thanks to a global program, and by 1991, Nissan was operating very profitably. Nevertheless, in the 1990s, the situation completely changed. And in 1999 the position of the company was described as a catastrophic one: $22 billion of debts, its market shares keep declining, its losses are recurring, its stock exchange vaporization broke down… Three years later, Nissan has taken up benefit again, and the highest values for its stock options were recorded. How have Nissan managed such a turnaround? What were the problems that the company faced in 1999? How Nissan was saved? Which kind of changes did appear in the company?
