Yellow Transportation Inc.: The Tech Leader of the Trucking Industry in the US

Yellow Transportation Inc.: The Tech Leader of the Trucking Industry in the US

Analyze the steps taken by the company to re-establish itself as an industry leader

Yellow was set up in the 1920s to provide bus and taxi services in Oklahoma. Very soon, the company realized that freight shipping was a more lucrative business and divested its taxi business to operate full-time in transporting freight. After the trucking industry was deregulated by the US Congress in 1980, the company found itself unequipped to deal with the increased competition and a dynamic industrial environment. It also had a narrow view of what its business was, and did not give due importance to the broader area of service. Consequently, its performance began to decline.

                                                                      

Issues:

  1. Understand the problems faced by a mature transportation company due to a change in the dynamics of the industry in which it operated

  2. Analyze the steps taken by the company to re-establish itself as an industry leader

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