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Case Study

Mercedes-Benz: Setting up in Alabama

By Philip Rosenzweig

4 pages

November 1997

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Reference: IMD-3-0719

The case describes the actions Mercedes took following its decision to invest in a new plant in Alabama. Among the issues discussed are: Mercedes’ choice of Andreas Renschler to head the unit; its trans-Atlantic approach to product development; its rigorous method of hiring and training local workers; and its attraction of suppliers to Alabama. The case ends with Mercedes about to begin sales of the new vehicle, and explores issues of capacity enlargement.

Keywords

Multinational Business, Car

Settings

1993-1997

Type

Published Sources

Available Languages

English

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