lue, or market share, good management systems to clearly identify true performance and profitability (Gardiner, 2005). These success drivers are obvious but it is amazing how many businesses ignore their importance. This is particularly true in difficult markets or economic recession where short term financial constraints lead to cost cutting. Early casualties are staff levels, training, research, product innovation, non-essential' customer care etc. These are targeted because they produce relatively easy short term cost reduction. Ironically they often also reduce the ability of the business (Rent-A-Car Home Page 2008). Enterprise Rent-a-Car follows a focus strategy (differentiation). ...
2. In order to execute strategy, Enterprise Rent-a-Car, introduces strong corporate values and philosophy which shapes the culture and relations. The management approach is relevant to the commercial requirements of the marketplace and the situation of the business. The main advantage of Enterprise Rent-a-Car is "service-focused business practices, including picking customers up and focusing marketing efforts on repair shops, insurance companies, and policyholders whose cars have been damaged or stolen" (329). The pace of change has significantly increased in recent years and the competitive arena has enlarged, driven by corporates with an appetite for new markets, reduced barriers to international trade, and technology. Undoubtedly, customer needs are discovered and fulfilled. After all, that has been the entire refrain of our tune of value. But firms that try to deliver value in different countries with little or no attempt to build on value capabilities previously accumulated elsewhere are, in effect, like conglomerates whose different products have no conscious value relationship to one another. Unique mission and values of the company support its growth and stable market position (Rent-A-Car Home Page 2008). Family ownership helps the company to escape restructuring and keep its unique values and brand image. Enterprise Rent-a-Car has responded to competitive crises by establishing employee-focused programs to improve productivity and quality. Managers in Enterprise Rent-a-Car have adopted the view that customer focused programs can unlock the creative potential and commitment of their customers (Dobson and Starkey 2004).
3. The main determinants of success are the optimal use of human,