IntroductionJaguar Land Rover (JLR) were two separate car manufacturers until 2002, when Ford merged the two British premium brands, creating a single business entity. The brand's previous trading history has been unstable, similar to that of other conventional vehicle manufacturers in the UK (Marketline, 2013). In 2008, Tata Motors, India's largest automobile manufacturer, acquired Jaguar and Land Rover from Ford for $2.3 billion (Johnson, Whittington, & Scholes, 2011). Land Rover is considered the world's leading manufacturer of premium all-wheel drive vehicles, while Jaguar specializes in premium sedan and sports car brands (Jaguar Land Rover, 2014a).1.0 Measures of successDetermine whether a business is considered "successful" may vary as Some businesses may view their business as "successful" in terms of monetary rewards, producing an acceptable return on assets, or even having a well-known brand. So, defining “success” is one step in the planning process for a business like JLR and, while profitability is usually a key part of that definition, there can be multiple steps.....