Dr. Ing. h.c. F. Porsche AG (A): true to brand?

Fear, J. and Knoop, C.-I. (2006) Dr. Ing. h.c. F. Porsche AG (A): true to brand? Harvard Business School Cases, 9-706-018.

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Examines one of the most important entrepreneurial decisions made in the history of Porsche, made in early 1998: to build a sport utility vehicle (SUV)--the Cayenne. After decades of relying on one or two sports car models and nearly going bankrupt and losing its independence in 1993, Porsche had to diversify its product lines. Also examines the branding implications of the internationalization of production.

Item Type:Articles (Other)
Glasgow Author(s) Enlighten ID:Fear, Professor Jeffrey
Authors: Fear, J., and Knoop, C.-I.
College/School:College of Social Sciences > School of Social and Political Sciences > Economic and Social History
Journal Name:Harvard Business School Cases
Publisher:Harvard Business School Publishing

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