Social and Behavioral Sciences Commons^™

A Journey Of Success: Italy’S Welcoming Of Jeep Into The Fiat Family, Madison Griffin

Symposium of Student Scholars

The following Theory Application Paper examined the unique cultural acquisition of Jeep by the Italian automotive giant Fabbrica Italiana Automobili Torino (FIAT) Chrysler Automobiles. The CELM cultural analysis model (Gao, 2013) was used to examine the culture, business environment, consumer lifestyle and mentality that allowed an “All-American” vehicle to find a new home in the Italian market. The use of the CELM model gives an in depth look at the culture of Italian business practices and what drives Italian consumers to participate in the market. The ultimate purpose of this research was to acquire the knowledge of successful tactics used …