Few people have done more to shake-up Detroit's established order than Ronald Zarrella. When he joined General Motors in December 1994, the Big Three carmakers still marketed products the same way they did in the 1950s. But perhaps none was more resistant to change than GM. Prior to its 1992 boardroom revolt, it promoted solely from within. But desperate for new talent, GM tapped Zarrella, then president and chief operating officer of the Bausch Lomb Corporation. Born in Waterbury, Conneticut, on 12th October, 1949, Zarrella had built a reputation as a marketing whiz at companies like Bristol Meyers and Playtex Corp. At GM, he quickly adopted a brand management. Though controversial, "brand" is now the industry buzzword. Just one year ago, Zarrella was appointed executive vice president of General Motors and president of General Motors North America. He talked about his tenure and future plans with Paul Eisenstein.
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