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The Cayenne Launch (Spanish version)
Deighton, John; Avery, Jill; Fear, JeffreyCase HBS-520S01MarketingCan an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV and disapproved of the new breed of driver. Some opposed offering Porsche Club membership to them, and some even refused to extend the fraternal Porsche "wave" or headlight flashing...Starting at €8.20
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Innovation at Volkswagen: The Story of Digital:Lab
Feinberg, Yossi; Orleans, Amadeus; Scott, MitchelCase SGSB-E680-EDecision AnalysisThe case follows the design and creation of a software innovation lab at Volkswagen. Particular issues explored include the role and structure of internal innovation groups, establishing culture and defining business models for innovation, and developing strategy for innovation in an established enterprise environment.Starting at €8.20