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.

Keywords
Brand Management, Turnaround, Acquisition, Motorcycle Manufacturing
Settings
Global, Italy
Ducati, Automotive, Motorcycles
1996 - 2003
Type
Field Research
Copyright
© 2004
Available Languages
English
Related material
Video
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