プレミアム・ブランドの力：ドイツ自動車メーカーの成功の秘訣 Premium Power : The Secret of Success of Mercedes-Benz, BMW, Porsche and Audi

Rosengarten, Philipp G./ Sturmer, Christoph B.

Palgrave Macmillan（2006/03発売）

• 製本 Hardcover:ハードカバー版／ページ数 194 p.
• 言語 ENG
• 商品コード 9781403998835
• DDC分類 338.47629220943

基本説明

Instead of following the Japanese concepts of lean production, Mercedes-Benz, BMW, Porsche and Audi developed a new innovative premium brand strategy. This book analyzes the story.

Full Description

At the beginning of the 1990s the German car industry had its back to the wall. Japanese competitors were demonstrating significant advantages in terms of quality and productivity. Consultants warned that only a few global car groups would survive. Instead of following the Japanese concepts of lean production, Mercedes-Benz, BMW, Porsche and Audi developed a new innovative premium brand strategy and initiated a revolution in the industry by setting innovative benchmarks. This book analyzes the story.

Contents

What is a Premium Car Brand? BMW: From Motorbike to Automobile Mercedes-Benz: The Inventor of the Automobile Porsche: The Sports Car Shop AUDI: Vorsprung durch Technik (Advantage by Technology) Co-operation, Competition and Perception of Premium Brands The Design-Innovation-Sector Matrix (DIS Matrix) Success Factors of Premium Brands Challenges for Premium Brands Insights for Other Companies and Industries Appendix: Premium Brands Theory