Publications
Publications

Launching the BMW Z3 Roadster

By: Robert J. Dolan and Susan M. Fournier
  • Format:Video
ShareBar

Abstract

Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW).

Keywords

Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Auto Industry

Citation

Dolan, Robert J., and Susan M. Fournier. "Launching the BMW Z3 Roadster." Harvard Business School Video Supplement 500-502, May 2000.

About The Author

Robert J. Dolan

More Publications

More from the Authors