Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

The Advertising Century

Alfred Sloan

Published on .

Alfred Sloan
General Motors Corp., Detroit

After selling his Hyatt Roller Bearing Co. to a struggling General Motors in 1916 and assuming the GM presidency, this trained draftsman installed his revolutionary "standard procedures" concept. His market-oriented rules for defining management effectiveness enabled GM to overtake Henry Ford's auto company. Sloan's experiences, theories and personal customer-based research inspired marketing strategy and led to the separate Chevrolet, Buick, Oldsmobile and Cadillac lines aimed at different consumer pocketbooks and tastes. Through his customer-oriented management philosophy and labor policies, Sloan's GM became a symbol of U.S. industrial leadership.

Most Popular