Case | HBS Case Collection | June 2005 (Revised August 2006)

Ducati Corse

by Francesca Gino and Andrew P. McAfee

Abstract

Ducati Corse, the racing arm of Ducati Motorcycles, has entered the Moto GP circuit with a completely new bike. This bike was designed and tested using a great deal of information technology. After a very successful initial season, the Ducati Moto GP team sees performance deteriorate significantly. Team technical director Fillipo Preziosi must decide what changes, if any, to make in the current approach to designing, improving, and racing motorcycles. Includes color exhibits.

Keywords: Design; Business Strategy; Product Marketing; Information Technology; Performance Improvement; Change Management; Research and Development; Motorcycle Industry; Italy;

Citation:

Gino, Francesca, and Andrew P. McAfee. "Ducati Corse." Harvard Business School Case 605-091, June 2005. (Revised August 2006.)