Coverart for item
The Resource Mercedes and the moose test (B), Daniel Diermeier

Mercedes and the moose test (B), Daniel Diermeier

Label
Mercedes and the moose test (B)
Title
Mercedes and the moose test (B)
Statement of responsibility
Daniel Diermeier
Creator
Author
Subject
Genre
Language
eng
Summary
The case describes a crisis management situation faced by Mercedes-Benz, a division of Daimler-Benz AG. In 1997 Mercedes introduced a revolutionary new car, the A-class, Mercedes' first entry into the compact car segment. The A-class was positioned as an entry-level vehicle in the Mercedes line and represented Mercedes' attempt to grow beyond its core market. A few days after the car was officially introduced, it rolled-over during a test known as the "moose test" conducted by a Swedish journalist. The A-class's failed moose-test created extensive media coverage in Germany and other European countries, threatening the success of the A-class launch
Member of
Cataloging source
CaToSAGE
http://library.link/vocab/creatorName
Diermeier, Daniel
Dewey number
338.476292220943
Illustrations
illustrations
Index
no index present
LC call number
HD9710.G34
LC item number
D353 2017
Literary form
non fiction
Nature of contents
dictionaries
Series statement
SAGE Knowledge. Cases
http://library.link/vocab/subjectName
  • Daimler-Benz Aktiengesellschaft
  • Automobile industry and trade
  • Automobiles
  • New products
Target audience
specialized
Label
Mercedes and the moose test (B), Daniel Diermeier
Instantiates
Publication
Note
  • Originally published: Diermeier, D. (2004). Mercedes and the moose test (B). 5-403-755(B) Evanston, IL: Kellogg School of Management, Northwestern University
  • 2Teacher Notes for Sage Business Cases are available for academic staff. Contact the Liaison Librarian for Business and Management for details3
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
SAGE000000163
Extent
1 online resource
Form of item
online
Isbn
9781473992405
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Specific material designation
remote
Label
Mercedes and the moose test (B), Daniel Diermeier
Publication
Note
  • Originally published: Diermeier, D. (2004). Mercedes and the moose test (B). 5-403-755(B) Evanston, IL: Kellogg School of Management, Northwestern University
  • 2Teacher Notes for Sage Business Cases are available for academic staff. Contact the Liaison Librarian for Business and Management for details3
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
SAGE000000163
Extent
1 online resource
Form of item
online
Isbn
9781473992405
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Specific material designation
remote

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