Ivey Business School (Canada)
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Daimler: Motoring at the Speed of China
Saul Estrin; Christine Cote; Daniel Shapiro; Katherine NunnerCase IVEY-9B20M023-EStrategyThis case is set in 2018 in China and follows Daimler’s efforts to compete in the Chinese automotive market amidst fast paced changes which are underpinned by state driven efforts at fostering innovation. Testing its leverage as the world’s largest and most profitable auto market, China is aggressively pushing foreign and domestic auto manufacturers towards new and ambitious targets for electrification. At the same time, Daimler has to be respons...Starting at €8.20
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Daimler China: Facing a Media Firestorm
Wolfgang Messner; Hyo Jin YoonCase IVEY-9B18C012-EThe chief executive officer of Daimler Trucks and Buses China Ltd. was on an expatriate assignment in China. In November 2016, he faced a discomforting situation that could bring an abrupt halt to his career; an unfortunate incident in which he lost his temper led to fierce outrage in local Chinese and worldwide media. The media reaction threatened China’s prominence as a major source of revenue for Daimler, and sent Daimler’s share price on a do...Starting at €8.20