Mercedes and the moose test (A) / Daniel Diermeier.

Format:

Book

Author/Creator:

Diermeier, Daniel, author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

Daimler-Benz Aktiengesellschaft.

Automobile industry and trade--Germany--Case studies.

Automobile industry and trade.

Automobiles--Germany--Testing--Case studies.

Automobiles.

New products--Management--Case studies.

New products.

New products--Management.

Testing.

Germany.

Genre:

Case studies.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications Ltd, 2017.

System Details:

text file

Summary:

The case describes a crisis management situation faced by Mercedes-Benz, a division of Daimler-Benz AG. In 1997 Mercedes introduced a revolutionary new car, the A-class, Mercedes' first entry into the compact car segment. The A-class was positioned as an entry-level vehicle in the Mercedes line and represented Mercedes' attempt to grow beyond its core market. A few days after the car was officially introduced, it rolled-over during a test known as the moose test conducted by a Swedish journalist. The A-class's failed moose-test created extensive media coverage in Germany and other European countries, threatening the success of the A-class launch.

Notes:

Originally published: Diermeier, D. (2004). Mercedes and the moose test (A). 5-403-755(A) Evanston, IL: Kellogg School of Management, Northwestern University.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781473992399

OCLC:

1017720550

Access Restriction:

Restricted for use by site license.