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Case
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Reference no. 9-706-018
Published by: Harvard Business Publishing
Originally published in: 2006
Version: 14 March 2007

Abstract

Examines one of the most important entrepreneurial decisions made in the history of Porsche, made in early 1998: to build a sport utility vehicle (SUV) - the Cayenne. After decades of relying on one or two sports car models and nearly going bankrupt and losing its independence in 1993, Porsche had to diversify its product lines. Also examines the branding implications of the internationalization of production.
Location:
Size:
6,000 employees, EUR2.5 billion
Other setting(s):
1998

About

Abstract

Examines one of the most important entrepreneurial decisions made in the history of Porsche, made in early 1998: to build a sport utility vehicle (SUV) - the Cayenne. After decades of relying on one or two sports car models and nearly going bankrupt and losing its independence in 1993, Porsche had to diversify its product lines. Also examines the branding implications of the internationalization of production.

Settings

Location:
Size:
6,000 employees, EUR2.5 billion
Other setting(s):
1998

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