Mercedes and the moose test (A) / Daniel Diermeier.
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...
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| Format: | Ebook |
| Language: | English |
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London :
SAGE Publications Ltd,
2017.
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| Series: | SAGE Knowledge. Cases.
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| Subjects: | |
| Online Access: | SAGE |
| 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. |
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| Item Description: | Originally published: Diermeier, D. (2004). Mercedes and the moose test (A). 5-403-755(A) Evanston, IL: Kellogg School of Management, Northwestern University. |
| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 1473992397 9781473992399 |