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 had introduced a revolutionary new car, the A-class, Mercedes's first entry into the compact car segment. The A-class was positioned as an entry-level vehicle in the Mercedes...
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| Format: | eBook |
| Language: | English |
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[Evanston, IL] :
Kellogg School of Management,
©2003.
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| Series: | Human resource management online (text)
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