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Authors: Harald Hungenberg (University of Erlangen-Nuremberg); Wilhelm Althammer (HHL gGmbH); Torsten Wulf (University of Erlangen-Nuremberg); Claudia Loehnig (HHL gGmbH); Martin Plischka (HHL gGmbH); Ralph Dietrich (HHL gGmbH)
Published in: 2000
Length: 20 pages
Data source: Field research

Abstract

This is the first of a two-case series (300-037-1 and 300-038-1). This case describes the development of Sachsenring Automobilwerke GmbH, the once famous producer of the Trabant automobiles, after the German unification and until 1993. The various problems that East German companies were facing during their economic adaptation process are highlighted. The situation of Sachsenring Automobilwerke GmbH in 1993 is contrasted with the - much better - situation of its successor, Sachsenring Automobiltechnik AG, in 1998, which is described in more detail in the (B) case. The teaching objectives are on the one hand, to clarify and discuss the difficulties that companies face during a transition process, taking Sachsenring Automobilwerke GmbH as an example. On the other hand, this case can be used to discuss different approaches to change management. For this purpose it is recommended to use the cases together to highlight the reasons for the failure of Sachsenring Automobilwerke GmbH and the success of Sachsenring Automobiltechnik AG.
Location:
Industry:
Size:
330 employees, DEM36 million turnover
Other setting(s):
1990-1993

About

Abstract

This is the first of a two-case series (300-037-1 and 300-038-1). This case describes the development of Sachsenring Automobilwerke GmbH, the once famous producer of the Trabant automobiles, after the German unification and until 1993. The various problems that East German companies were facing during their economic adaptation process are highlighted. The situation of Sachsenring Automobilwerke GmbH in 1993 is contrasted with the - much better - situation of its successor, Sachsenring Automobiltechnik AG, in 1998, which is described in more detail in the (B) case. The teaching objectives are on the one hand, to clarify and discuss the difficulties that companies face during a transition process, taking Sachsenring Automobilwerke GmbH as an example. On the other hand, this case can be used to discuss different approaches to change management. For this purpose it is recommended to use the cases together to highlight the reasons for the failure of Sachsenring Automobilwerke GmbH and the success of Sachsenring Automobiltechnik AG.

Settings

Location:
Industry:
Size:
330 employees, DEM36 million turnover
Other setting(s):
1990-1993

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