Case Study

Rebuilding a passion brand: The turnaround of Ducati (B)

12 pages
November 2004
Reference: IMD-5-0667

This case describes what the newly appointed CEO, Federico Minoli, and his new management team did to turn around Ducati.

Brand Management, Turnaround, Acquisition, Motorcycle Manufacturing
Global, Italy
Ducati, Automotive, Motorcycles
1996 - 2003
Field Research
© 2004
Available Languages
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