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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| Online Access: |
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| Main Author: | |
| Format: | eBook |
| Language: | English |
| Published: |
[Evanston, IL] :
Kellogg School of Management,
©2003.
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| Series: | Human resource management online (text)
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| Subjects: |
MARC
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| 100 | 1 | |a Diermeier, Daniel. |4 aut | |
| 245 | 1 | 0 | |a Mercedes and the moose test. |n (A) / |c Daniel Diermeier. |
| 260 | |a [Evanston, IL] : |b Kellogg School of Management, |c ©2003. | ||
| 300 | |a 1 online resource (9 pages) : |b illustrations. | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a volume |b nc |2 rdacarrier | ||
| 490 | 0 | |a Human resource management online (text) | |
| 500 | |a Title from resource description page (viewed Aug. 7, 2014). | ||
| 500 | |a HBS number: KEL048. | ||
| 500 | |a Case number: 5-403-755(A). | ||
| 504 | |a Includes bibliographical references. | ||
| 520 | |a 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 line and represented Mercedes's 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. | ||
| 546 | |a This edition in English. | ||
| 610 | 2 | 0 | |a Daimler-Benz Aktiengesellschaft |v Case studies. |
| 610 | 2 | 7 | |a Daimler-Benz Aktiengesellschaft. |2 fast |0 (OCoLC)fst00553836 |
| 650 | 0 | |a Crisis management |v Case studies. | |
| 650 | 0 | |a Automobile industry and trade |x Public relations |v Case studies. | |
| 650 | 7 | |a Automobile industry and trade |x Public relations. |2 fast |0 (OCoLC)fst00823023 | |
| 650 | 7 | |a Crisis management. |2 fast |0 (OCoLC)fst00883617 | |
| 655 | 7 | |a Case studies. |2 fast |0 (OCoLC)fst01423765 | |
| 710 | 2 | |a Kellogg School of Management. |4 pbl | |
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