02384nam a22004811i 4500 000710531 CaToSAGE 20240202172917.0 20170113114336.0 m|||||o||d|||||||| cr ||||||||||| 170109r20172004enka fo 000 0 eng d NEZPRACOVANÝ IMPORT 9781473992399 (ebook) : No price (OCoLC)1017720550 CaToSAGE eng CaToSAGE rda pn UtOrBLW e gx HD9710.G34 D353 2017 338.476292220943 Diermeier, Daniel, author. Mercedes and the moose test (A) / Daniel Diermeier. London : SAGE Publications Ltd, 2017. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Knowledge. Cases Originally published: Diermeier, D. (2004). Mercedes and the moose test (A). 5-403-755(A) Evanston, IL: Kellogg School of Management, Northwestern University. 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. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Daimler-Benz Aktiengesellschaft. Automobile industry and trade Germany Case studies. Automobiles Germany Testing Case studies. New products Management Case studies. SAGE Knowledge. Cases. SAGE Knowledge https://sk.sagepub.com/cases/mercedes-and-the-moose-test-a Plný text SBC EB NEPOSILAT EB