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  • April 2013
  • Case
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Luca de Meo at Volkswagen Group

By: Linda A. Hill and Dana M. Teppert
  • Format:Print
  • | Language:English
  • | Pages:28
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Abstract

Luca de Meo, chief marketing officer of Volkswagen Group, reflects on his time leading the marketing department at Volkswagen Passenger Cars brand. In particular, he thinks about the environmental sustainability initiative launched by marketing called "Think Blue" and its success throughout the company. During his time at Volkswagen, de Meo focused on transforming the marketing department into an engine of innovation. De Meo and his team in marketing worked together to build a strong global brand.

Keywords

Marketing; Sustainability; Branding; Leadership; Change Management; Environmental Sustainability; Auto Industry; Germany

Citation

Hill, Linda A., and Dana M. Teppert. "Luca de Meo at Volkswagen Group." Harvard Business School Case 413-124, April 2013.
  • Educators

About The Author

Linda A. Hill

Organizational Behavior
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Related Work

    • September 2015
    • Faculty Research

    Luca de Meo Speaks at Harvard Business School

    By: Linda A. Hill
Related Work
  • Luca de Meo Speaks at Harvard Business School By: Linda A. Hill
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