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- February 2017
- Case
Aston Martin: A Second Century of Performance and Luxury
By: Vish V. Krishnan, Karim R. Lakhani and Amram Migdal
Following the March 2016 launch of DB11, Aston Martin Lagonda Ltd.’s first new sports car platform in over a decade, this case discusses the future strategy of the famed British luxury auto manufacturer. Since its founding in 1902, Aston Martin has been characterized... View Details
Keywords: Luxury; Auto Brand; Luxury Auto; Growth; Innovation; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Brands and Branding; Product Marketing; Product Launch; Product Positioning; Operations; Product Design; Product Development; Production; Innovation and Invention; Transportation; Innovation and Management; Innovation Strategy; Change; Transformation; Management; Marketing; Auto Industry; Europe; United Kingdom; England
- June 1995 (Revised October 1996)
- Case
Lexus and the USTR
By: John A. Quelch
Lexus executives and dealers in the United States are debating how to respond to the U.S. Trade Representative's announcement of 100% tariffs on 13 models of Japanese luxury imported cars. View Details
- December 1992 (Revised October 1993)
- Case
BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself
By: Stephen A. Greyser and Wendy Smith Schille
Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is... View Details
- March 1992 (Revised April 1995)
- Teaching Note
BMW: The 7-Series Project (A), Teaching Note
By: Gary P. Pisano
Teaching Note for (9-692-083). View Details
- February 1992 (Revised January 2002)
- Case
BMW: The 7-Series Project (A)
By: Gary P. Pisano
Explores BMW's decision about how to manufacture prototype vehicles. Historically, BMW's prototypes were handcrafted by highly skilled artisans in the company's shop. A proposal has been made to alter the process so that prototypes are made in a way that can better... View Details