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On-line verze: ISSN 1801-4445.

By Pavel Štrach, André M. Everett, Pavel Štrach, André M. Everett, Škodaauto Vysoká Škola, Pavel Štrach, André M. Everett, Autor Pavel Štrach, André M. Everett and Vydavatel Škodaauto Vysoká Škola


3 The stewardship of premium automobile brands by the major multinational car manufacturers has been motivated by the latter’s desire to profit from the luxury image ascribed to these brands – yet the design and production strategies adopted by these global firms run the risk of destroying the appeal of the luxury makes, indeed of turning them into mass-market, higher-volume, lower-priced (and possibly profitable) shadows of their former selves. Our study, utilizing the lens of administrative heritage theory and conceptualizations about luxury brands, focuses on particular current manifestations of this struggle, namely three car brands – Jaguar, Mercedes-Benz, and Saab – which have recently gone through merger or acquisition processes

Topics: Multinational Companies, Brand Management, Automobile Industry, Jaguar, Mercedes, Saab
Year: 2008
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