RESEARCH AND DEVELOPMENT (R&D) IN THE AUTOMOTIVE INDUSTRY IN MALAYSIA: A CASE OF R&D ACTIVITIES AND ISSUES AT THE PROTON COMPANY
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Date
2010
Authors
DAULAT, HALIKHAN
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Abstract
In a dynamic market, firms need to evolve from traditional methods of doing business to
contemporary methods that aims at improving the quality of the output. This effort will usually
include research and development programmes to introduce new technologies for the new output
model. From an automotive industry's perspective, research and development programme is one
of the key critical activities that consist of many levels of processes, beginning with
brainstorming until vehicle testing. This case study presents the process in research and
development (R&D) programme and the current issues encountered by the automotive industry
that focuses on Proton. Thus, comprehensive analysis has been conducted to reveal all the
strengths, opportunities, weaknesses and threats and how the Proton Company should manage
the management and operational issues.
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Keywords
AUTOMOTIVE INDUSTRY , R&D ACTIVITIES