Francesco Scalera, Int. J. Eco. Res., 2011 2(4), 153-161 ISSN: 2229-6158

MANAGERIAL STRATEGIES TO COMBAT THE CRISIS: THE CONTEXT OF AUTOMOBILES SRBIJA Prof. Francesco Scalera (corresponding author) University of Bari “Aldo Moro” II Faculty of Economics - Taranto (), Department of Business and Law Studies, V. B. Grimaldi 15/B - 70123 - Bari (Italy) E-mail: [email protected]

Abstract In recent years, in the most industrialized countries, the leading companies in the field have safeguarded their competitiveness, looking for greater production efficiency, in order to better the price-quality ratio of products and services to the customer. The only way to achieve this goal was the transfer of either a part or the whole production process in those geographical areas where the cost of certain inputs (e.g. labour) is definitely lower than the manpower available in the local market. Thus, at the end of 2009, the Fiat Group made a joint venture with the Serbian government for the creation of Fiat Automobiles Srbija (FAS), which provides for a majority stake of 67% for the Group, while the remaining 33% is controlled by the Balkan State. So, in the light of what described above, the present paper, starting from the financial, production, social and economic data collected, aims at analyzing the terms of this important international managerial operation, and then investigating the possible advantages and disadvantages ensuing from both for the Turin firm and the Serbian government. Afterwards, the model of the organizational structure adopted to ensure competitiveness in the new Italian- Serbian company will be examined; the work will then consider the strategic aspects as well as the future expectations that the Turin company is willing to achieve thanks to this important managerial transaction. Key Words: Management, Enterprise, Fiat Automobiles, Production, Serbia. JEL Classification: L62, L26, M11, L22

1. Introduction designed for the American market (Lilli Owing to the current phase of 2010). globalization, the most developed The same strategic trend has concerned the countries have been increasingly led to main world motor companies, not least the start a process of relocation of their Fiat Motor Company that has relocated its companies to developing countries, mostly own activity to other countries such as in labour intensive sectors, in order to Turkey, Poland, Brazil and so on, in order preserve their competitiveness by cutting to knock down production costs. production costs. The Italian-Serbian joint venture made in This trend also involves the motor sector 2009 was the result of such a corporate where, in recent years, a lot of global policy aiming at achieving the very companies have made joint ventures ambitious goal of moving the production abroad aimed at improving the return on of the “LO” space wagon from the Italian investment. factory in Mirafiori to the Serbian plant Among the latter, the relocation of based in Kragujevac (Moretti 2010). to Mexico is particularly Anyway, before analysing thoroughly such worth mentioning; in fact, through an important managerial operation at an investing one billion dollars over three international level, it is probably useful to years, the company has set up a new take a step backward in order to identify branch based in Puebla; this firm, that the origins of this remarkable Serbian already records an output of 525,000 factory as well as the reasons for the items, is going to assemble the Jetta model collaboration that Fiat had previously (70% of its components are Mexican) developed with it.

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2. The Origins of the Collaboration and was actually created only in 2009, on the Terms of the Managerial Operation December 23rd, leading to the starting up The Zavodi Crvena Zastava plant, a of Fiat Automobiles Srbija (FAS) of which factory originally producing weapons, was two thirds are owned by the Fiat Group changed over to a producing company and one third by the Serbian Government, in 1953, after the Second World War. thus bringing the glorious Zastava Based in Kragujevac, one of the main Automobiles to an end. towns in the country, it started a profitable The agreement provides that the Fiat collaboration with Fiat that sold a licence, Group shall make the most important to produce the Fiat “Campagnola”, to the foreign investment in Serbia (reaching 700 then Yugoslavia ruled by General Titus, million Euros over three years) aimed at leading to the Zastava 45 in 1981, producing about 200,000 “LO” space the most successful model manufactured in wagon models in the former Zastava the factory, equipped with the Fiat 127 factory, thus replacing well-known models engine and exported both to Italy and to such as the Fiat Multipla, the Fiat Idea and the USA as Koral under the Innocenti the Musa. brand. Thus, at the end of the eighties, the 3. Fiat Auto and the Two Sides of the development of the factory together with Transaction the contribution made by the induced At this point, it is convenient to analyse economic activity had allowed over 35,000 the reasons for this transaction, about people to be employed and about 223,000 which there has been a lot of debate among motor vehicles to be produced. the social parties involved in Italy, so as to In 1999, after Titus’ death, the factory was identify the prospective advantages leading destroyed during the Kosovo War by the the Turin motor company to stipulate this Nato aircrafts (including the Italian ones). memorable agreement. It was then rebuilt and it started to First of all, the opportunity of producing produce, as from 2005, the Zastava 10, at a competitive cost, due to the low exactly the same as the former Fiat Punto cost skilled labour force whose wages are Classic, marketed under the Serbian about 400 Euros per year, turning out to be company brand, thanks to the acquisition well below both the Italian and Polish ones of a licence by the Fiat Company that reaching about 1,200 Euros and 600 Euros spent 3 million Euros on it, in addition to respectively (Di Napoli 2010). 14 million needed to move the aged Besides, the State bears the total cost of Mirafiori models to the Balkans (De the factory decontamination (to dispose of Pascale 2009). about 370 tons of dioxins resulting from In 2008, on April 30th, the two motor the Nato air raids in 1999, during the war companies signed a memorandum of that split the former Yugoslavia), handing understanding in Belgrade, that over its ownership to the Fiat Group. strengthened the above collaboration. It Another advantage which is not negligible provides for the factory shake-up aiming at concerns the number of employees that, at producing and exporting the new models present, are paid by the Fiat Group. In fact, to the EU, in addition to the already known for the moment, only 1,060 out of the Punto that the Serbian citizens can buy for 2,600 total staff are paid by the Turin 6,000 Euros benefiting from Government Company, while the remaining ones will incentives reaching 1,000 Euros for car be on the payroll of the Serbian scrapping as well as from low interest rate Government until the development of the loans granted for purchasing. Kragujevac factory allows new recruitment However, the joint venture between the for which, on the other hand, the “Lingotto Fiat Group and the Serbian Government factory” will be granted a loan of 10,000

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Euros for each new employee by the link for the E75 aimed at improving the Serbian Government. road network of the area. In addition, the Italian motor company will Concerning the main disadvantages of the be allowed remarkable tax reduction; in agreement, they are mostly of a social fact, it is not going to pay taxes either to nature. Belgrade Government or to Kragujevac The above agreement has, in fact, brought municipality for ten years. about tension both in Serbia and in Italy. The strategic importance of such an Indeed, in the Balkan country, following investment in the heart of the Balkan area the production of the new Fiat Punto at the is even linked to the fact that Fiat can use end of 2009, a fire was deliberately set to Serbia as a launching pad to market the the factory in Kragujevac, destroying the product in Russia on highly competitive conveyer belt between the painting line conditions, thanks to a free trade and the assembly line; the management agreement involving also the motor considered this event as a warning sign industry. In fact, through the elimination aimed at urging more care in employing of customs duties and with a view to the staff. achieving the ambitious goal of 200,000 In Italy, instead, there was much tension cars exported per year, the above between the Turin firm and the unions agreement will allow the Turin firm to concerning the Mirafiori factory that, as a earn 2,000 Euros more, on average, on matter of fact, lost the “LO” production. each motor vehicle, for a total amount of However, in the above factory, a 400 million Euros. referendum was held by the owners at the Moreover, the workers quitting the Zastava beginning of the year, concerning the company of their own will benefit from a acceptance or not of the new labour gratuity of 300 Euros for each year’s agreement, in exchange for considerable service completed, while those employees production investment reaching 1 billion that are not going to take legal proceedings Euros to produce new “luxury” models against the firm to assert their own rights (like and Giulietta). The referendum and to be paid off interest on the arrears was successful, with the favourable from 1997 to 2001 will get a total opinion of 54.1% of the workers, out of settlement of the debt (for a total value of the total staff of 5,400 employees in the 10 million Euros) (Mijalković 2008). factory. Furthermore, thanks to a number of In particular, the agreement is penalizing benefits and tax relief granted by the for workers who, nevertheless, due to the Serbian Government, the agreement is current international economic recession, favourable to the Turin firm even on the opted for keeping their job in spite of fiscal side. reduced rights. In fact, among the most important Going further into details, the agreement concessions granted, the following are provides for reduced breaks, shrinking worth mentioning: the voluntary from 40 to 30 minutes, with 32.47 Euros conveyance of the factories to the Fiat added, monthly, on the wage packet for the Group, exemption from paying taxes to the extra minutes worked, the non-payment of municipality for ten years, the creation of a the first day off sick for those employees “free zone” of 75 hectares (55 for the Fiat who will be out shortly before holidays or Group) (De Pascale 2009), to allow the on their weekly day off for more than duty-free import of goods from Italy, as twice a year, a 40-hour weekly work well as the concession of another industrial salary, including breaks, spread over a estate to house 14 firms connected to Fiat total of 18 work-shifts, compulsory (from to Ditec and ) overtime up to 80 hours per year and, involved in the construction of a motorway above all, new sanctions about striking that

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can lead to the worker’s dismissal if In the current globalised market, production is seriously damaged (Sciarra companies are increasingly required to 2010). expedite their decision-making process in It is important to point out that the assent order to achieve the flexibility needed to of almost all the trade unions to this meet promptly the market evolution. independent contract providing that the For this purpose, in September 2010, the Joint Trade Union Committee (JTUC) is Fiat Group split, giving birth to two replaced by the corporate one is only separate bodies: Fiat Auto and Fiat possible because the Fiat Group is no more Industrial. The first will include, besides party to the Italian Manufacturers’ Fiat Group Automobiles, such companies Association (Confindustria). as , , Magneti Marelli, Another disadvantage is, however, linked , and Fiat PowerTrain to this corporate Taylor-style policy automobiles; the second will incorporate inhibiting workers from any kind of CNH and Iveco, in addition to the protest. Which, in the long run, is likely to industrial and marine sector of Fiat bring about growing social unrest due to PowerTrain. exhausting work-shifts, lack of dialogue This reorganisation will eventually allow with the top management, as well as a the motor sector to go its own way and the worker’s wages which are not up to the management and funders to really average standard of living of the country. understand the extent of the value yielded All these factors are likely to lead the through the production and sale of cars. In employee to develop a state of depression fact, from a financial point of view, the thus causing either long periods of above shake-up will also include a fair absenteeism from work or lesser distribution of the industrial debt between commitment by the worker as compared the two groups reaching approximately 2.5 with his own potential. billion Euros as well as initial liquidity of From the point of view of taxation, even if 10 billion Euros for Fiat Automobiles and the elimination of customs duties allows of 3 billion Euros for Fiat Industrial the Russian market to collect 400 million (Fornovo 2010). Euros, considering 200,000 motor vehicles In addition, the spin-off of the automotive exported, this amount is not going to be industry from the industrial one has cashed by the Turin firm but it will be allowed Fiat Automobiles and Fiat handled by the Kragujevac joint company Industrial shares to be quoted separately as (Mijalković 2008). from the beginning of the year; which was Besides, it is to be pointed out that the highly appreciated by the financial incidence of the labour cost doesn’t exceed community. 7% of the total capital in a highly complex In an international market which is and technologically advanced structure, currently experiencing a state of turmoil with a final saving that, after all, should due to a process of continuous change only reach 3% of the end-product. Which influencing its evolution, the logic of this would make one consider that the GOM splitting is primarily oriented to preventing (Gross Operating Margin) is very scant if, the heterogeneity of the businesses that to keep it steady, in this period of made it up because of a clear difference international recession, it is necessary to distinguishing the two main activities as sacrifice the social peacefulness of the regards their specific features, firm. commitments, capital profitability, margins and dynamics of their markets. 4. The Fiat Group Corporate This will enable each of the two business Redesigning units to focus on its own SBA (Strategic Business Area) with goals easily identified

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and recognized by the market and to show organisational structure that was to be specific features with strategies that are different from the hierarchic-functional determined independently, as well as to one aiming at developing an analysis of bring out the amount of value that each the value chain carried out by function. In entity is likely to yield. fact, it provided for segmentation into sub- Specifically, the Fiat Group will be able to systems of operations sharing the same better its competitive position on a world “object” and hence the same professional scale and to enhance its efficiency thanks skills, competence and resources called to an alliance with that will allow for, thus neglecting the distinction between the Group to benefit from the best the different kinds of activities and their distribution in Chrysler’s dealer network own interconnections. itself. This will help the development of In particular, a rapid historical survey of the brand in new emerging markets like the Turin motor company shows that, since India, China as well as Russia. the early 90s, the Fiat Group has worked Prospects for the future are highly out a new organisational structure, namely ambitious for the Turin firm whose by process, already successfully developed turnover is expected to reach 64 billion first by the Japanese Toyota Motor Euros, within four years, which would Company. actually double the amount expected for The main purpose of such a structure is to 2010, of which as much as 80% would segment the corporate system into result from Fiat Group Automobiles, 6% processes both at a global level and for from Ferrari and Maserati, while the each single SBA (Strategic Business remaining part would come from Area), which means subdividing the component production (Fornovo 2010). system into a set of sub-systems involving homogeneous activities that are 5. The Possible Organizational interconnected and aimed at the creation of Structure of the Serbian Factory and Its value for the customer, by transforming an Future Prospects input into an output. From what discussed above, it turns out Going further into details, organisational that, given the current international redesigning has involved all the recession, the markets’ globalization organisational variables (structure, increasingly requires those companies technology, human resources) with the aiming at preserving their competitiveness sole purpose to achieve maximum in order to produce value, to meet the competitiveness on the market, thus international customers’ requirements, meeting the customers’ demand and bringing new low cost quality products improving the business performance into the market. through increased flexibility, Consequently, the markets’ turbulence has innovativeness and corporate integration. changed the companies’ strategic structure In particular, it is to be pointed out that (meant as the company’s organisation that this organisational structure is based on a is strategically relevant) that, being set of fundamental criteria with which originally of a unitary kind (namely having compliance is critical to the effectiveness a single competitive reference system), has and efficiency of the structure itself. They got diversified (i.e. involving companies include: the process diversification, the that are willing to compete in different decision-making power delegated to areas and ranges of activities characterized employees, the tasks unification, avoiding by different reference economic operators production waste thanks to the Just-in-time and different rules). system, the process activity outsourcing, As a result, it was necessary to support the the total involvement of suppliers (Golhar corporate decision-system with a suitable and Stamm 1991).

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Thus, in the light of what described above, about 200,000 motor vehicles and to it could be assumed that the organizational employ about 400 people, will be financed structure of the factory in Kragujevac by the Serbian Government with 10 could be based on the above million Euros and funded by the considerations. Employment National Service for the Therefore, it could be established on three training of the new workers, with 800 basic principles that are totally different Euros for each new employee. from those supporting the former The examination of the professional hierarchical-functional structure of Zastava figures existing in the new structure Automobiles: shows, for example, as the plant manager 1) - management by “process” rather than should be responsible for the economic by “function”; efficiency of it, playing, in fact, the role of 2) - the redesign of the decision-making a true entrepreneur. system through the setting up of the In the new Italian-Serbian factory, his “Business Units”; main tasks would be the following: 3) - the abolition of the “teams” and the managing the production process in its establishment of the “basic organizational different stages of development, assessing Units” (Ute). the actual realization of the production The first point has already been previously schedule at the minimum transformation dealt with, while the two other points are cost, maintaining the levels of quality and worth discussing. service provided as well as ensuring, in In regard to the second aspect, concerning addition to proper maintenance of the the redesign of the decision-making plants, the implementation of the suitable system, it is to be pointed out that, innovations needed for a constant following the process of phase integration, improvement of the process. five Business Units (BU) were created in Another important difference as compared the Italian independent bodywork-section to the past should cover the merging of of the Fiat factories, assembled by two activities that were previously homogeneous technologies (moulding, centrally controlled, that of “production” steel bodywork, painting, mechanics and and that of “production engineering” under assembling). the control of the BU director. It follows that in the new plant, as in the Such a merging would allow, on the one Italian ones, the different stages of the hand, a more fluid communication, thus manufacturing cycle should be assembled accelerating the decision-making process together to obtain homogeneity of the end- and, on the other one, the levelling of the product rather than of the process. organizational structure by reducing Besides, in order to reduce the assembling hierarchical levels. time as well as to minimize transport costs, suppliers are settling close to the Serbian factory. In particular, among these suppliers, Magneti Marelli, a leading global manufacturer of components for the automotive industry, is investing 60 million Euros to build the new factory in the free zone of Kragujevac, only 4 kilometers far from the Fiat plant. The agreement signed, according to which the factory should be completed in the summer of 2011 to produce car components for

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As to the last aspect, namely the Ute (basic product innovation and quality, by organizational Unit)1 representing the core adopting a lean and flexible organizational of the organizational structure, the major structure. professional figure involved is the team Therefore, the paper was aimed at leader, who is in charge of managing the investigating whether the strategy adopted technical and human resources, making a by Fiat has met the critical successful preliminary analysis of the problem to be factors mentioned above, in order to tackled, convening the team, deciding understand whether the Turin firm can still priorities, being representative of the play, in the near future, a major role in the management progress, ensuring final international automotive scene. results (Volpato 1996). In the light of what analysed above, the Other professional figures within the answer can only be positive. structure are the Integrated Process Thus, the alliance with Chrysler must be Technicians and Operators (CPI/OPI)2 that judged from this angle; in fact, it allows a are frequently concerned, especially in complete range of products covering all highly automated assembly lines; their market segments to be brought in, from the main task is training workers within the utility passenger car (in which Fiat has no team through refresher courses and equal as a producer) to the luxury one (for constant maintenance practices in order to which the American firm is internationally improve the workers’ skills. held in high repute). Finally, service engineers as well as As regards the issue concerning the various technological experts, namely the decision-making flexibility, the spin-off line and process technologists complete involving Fiat Auto and Fiat Industrial is a the structure, ensuring, through their historic event in this sense since, by different tasks, the efficiency of the whole avoiding the heterogeneity of activities production system. that were previously managed in common, it allows each of the two new business 6. Conclusions units to focus on its own SBA (Strategic The present work has shown that, in a Business Area), developing autonomously period of serious international recession, in the market goals, and it helps identify the order to safeguard their competitiveness, amount of value that each entity is able to companies have to: understand and meet produce. the consumer’s needs promptly, minimize Finally, concerning the need to plan a lean production costs, achieve, in a short time, and flexible structure, as well as to reduce production costs, this expectation is met by

1 relocating the Turin company’s production The Ute can be defined as “the basic at an international level; in fact, after organizational unit capable of governing an setting up its factories in Brazil, Poland elementary technological subsystem, and Turkey the company decided to play a measurable, characterized by a specific leading role in the Serbian market, by taking over, thanks to the Government sphere of competence and acting as an support, the glorious local factory, namely instrument of prevention and control to achieve Zastava Automobiles, planned according those goals of quality, productivity and service, to the Integrated Business successful which are essential for pursuing the customer model following the Just-in-time principle; the plant should produce the “LO” space- satisfaction”. 2 wagon, which will replace the already The Italian acronyms CPI/OPI stand for known models of the Fiat Multipla, the “Conduttori di Processi Integrati/Operatori di Fiat Idea and the Lancia Musa. Processi Integrati” respectively.

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