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However, less attention was given to design and innovation, on the assumption that consumers were looking for quality and safety. This implies
a lack of knowledge of the market, consumer's changing tastes, and showed that Nissan management did not pay too much attention to what competition was doing.
External factors: The devaluation of yen from 100 to 90 yen for a US dollar; Moody's and Standard & Poors's rating agencies announced in 1999 that Nissan would
be lowered from investment grade to junk unless it could not get any financial support.
Both formal and informal internal procedural Nissan norms, as well as Japanese cultural norms were holding the company back...
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