Subject category:
Strategy and General Management
Published by:
INSEAD
Version: 09.2015
Length: 25 pages
Data source: Field research
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Abstract
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'.
Subject category:
Strategy and General Management
Published by:
INSEAD
Version: 09.2015
Length: 17 pages
Data source: Field research
About
Abstract
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'.
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Subject category:
Strategy and General Management
Published by:
INSEAD
Version: 09.2015
Length: 17 pages
Data source: Field research