Product details

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Abstract

This is a Spanish version. This case discusses the e- business strategy of Ducati, an Italian manufacturer of high-performance motorcycles. It describes how, on January 1st, 2000, Ducati exclusively sold through the Internet its new MH900e motorcycle at 15,000 Euro per unit. It was the first motorcycle ever sold through the Internet and the first-year production of the MH900e was sold out after just 31 minutes! The case also presents the way the company created the physical and the virtual 'World of Ducati'. Teaching objectives include: (1) to assess the business opportunities and risks that the Internet creates for a manufacturer; (2) to analyse how a manufacturer can exploit the Internet along four dimensions: context, content, commerce, and virtual communities; and (3) to illustrate how a manufacturer can resolve the online/offline channel conflict and reconcile its e-commerce strategy with the business functions traditionally performed by its dealer network.
Location:
Industry:
Size:
Medium to large
Other setting(s):
2000

About

Abstract

This is a Spanish version. This case discusses the e- business strategy of Ducati, an Italian manufacturer of high-performance motorcycles. It describes how, on January 1st, 2000, Ducati exclusively sold through the Internet its new MH900e motorcycle at 15,000 Euro per unit. It was the first motorcycle ever sold through the Internet and the first-year production of the MH900e was sold out after just 31 minutes! The case also presents the way the company created the physical and the virtual 'World of Ducati'. Teaching objectives include: (1) to assess the business opportunities and risks that the Internet creates for a manufacturer; (2) to analyse how a manufacturer can exploit the Internet along four dimensions: context, content, commerce, and virtual communities; and (3) to illustrate how a manufacturer can resolve the online/offline channel conflict and reconcile its e-commerce strategy with the business functions traditionally performed by its dealer network.

Settings

Location:
Industry:
Size:
Medium to large
Other setting(s):
2000

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