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    Case Study

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

    By Dominique Turpin and Rebecca Chung
    15 pages
    November 2004
    Order this case study
    Reference: IMD-5-0666

    The Italian motorcycle manufacturer, Ducati, had been renowned for its sophisticated engine technology, racing victories and stylish bike design. It also had a loyal base of customers (or fans). However, in the mid-1990s, the company was close to bankruptcy. This case describes the series of challenges Ducati faced at that time. It raises the question of what the newly appointed CEO, Federico Minoli, and his new management team should do to turn around this Italian heritage.

    Keywords
    Brand Management, Turnaround, Acquisition, Motorcycle Manufacturing
    Settings
    World/global, Italy
    Ducati, Automotive, Motorcycles
    1996
    Type
    Field Research
    Copyright
    © 2004
    Available Languages
    English
    Related material
    Video
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    This case study is part of a series
    • Rebuilding a passion brand: The turnaround of Ducati (A)
    • Rebuilding a passion brand: The turnaround of Ducati (B)
    • Rebuilding a passion brand: The turnaround of Ducati (C)
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    This case study is part of a series
    • Rebuilding a passion brand: The turnaround of Ducati (A)
    • Rebuilding a passion brand: The turnaround of Ducati (B)
    • Rebuilding a passion brand: The turnaround of Ducati (C)
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    All case studies
    Rebuilding a passion brand: The turnaround of Ducati (A)
    By Dominique Turpin and Rebecca Chung
    Case reference: IMD-5-0666 ©2004
    Summary
    The Italian motorcycle manufacturer, Ducati, had been renowned for its sophisticated engine technology, racing victories and stylish bike design. I...
    Read more
    Reference IMD-5-0666
    Copyright ©2004
    Copyright owner IMD Copyright
    Organization Ducati
    Industry Automotive, Motorcycles
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

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    Rebuilding a passion brand: The turnaround of Ducati (B)
    By Dominique Turpin and Rebecca Chung
    Case reference: IMD-5-0667 ©2004
    Summary
    This case describes what the newly appointed CEO, Federico Minoli, and his new management team did to turn around Ducati.
    Read more
    Reference IMD-5-0667
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    Copyright owner IMD Copyright
    Organization Ducati
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    Available Languages English
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    Rebuilding a passion brand: The turnaround of Ducati (C)
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    Case reference: IMD-5-0668 ©2008
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    This case provides an update on the turnaround of Ducati by Federico Minoli. It is to be used in conjunction with the IMD Rebuilding A Passion Bran...
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