Publications
Publications
- January 2006 (Revised March 2007)
- HBS Case Collection
Dr. Ing. h.c. F. Porsche AG (A): True to Brand?
By: Jeffrey Fear and Carin-Isabel Knoop
Abstract
Examines one of the most important entrepreneurial decisions made in the history of Porsche, made in early 1998: to build a sport utility vehicle (SUV)--the Cayenne. After decades of relying on one or two sports car models and nearly going bankrupt and losing its independence in 1993, Porsche had to diversify its product lines. Also examines the branding implications of the internationalization of production.
Keywords
Diversification; Supply Chain Management; Luxury; Insolvency and Bankruptcy; Globalization; Brands and Branding; Manufacturing Industry; Auto Industry
Citation
Fear, Jeffrey, and Carin-Isabel Knoop. "Dr. Ing. h.c. F. Porsche AG (A): True to Brand?" Harvard Business School Case 706-018, January 2006. (Revised March 2007.)