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

Examines made one of the most important business decisions in the history of Porsche, in early 1998: a sport utility vehicle (SUV) to build – the Cayenne. After decades of on one or two sports car models and nearly bankrupt and losing its independence in 1993, Porsche had to diversify its product lines. Examines the impact of branding internationalization of production.
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from
Jeffrey Fear,
Carin-Isabel Knoop
Source: Harvard Business School
29 pages.
Release Date: 12 January 2006. Prod #: 706018-PDF-ENG
Dr. Ing H.C. F. Porsche AG (A): True to Brand? HBR case solution