Strategy Formulation at Audi

Abstract : Despite a global context characterised by the economic crisis, the German company Audi (Volkswagen group) continues to be very successful, notably in international markets. The company has the ambition to become the global leader in the "premium" segment, overtaking its two major competitors BMW and Mercedes. This case-study presents the strategy formulation developed by Audi to conquer international markets.
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https://hal-univ-lyon3.archives-ouvertes.fr/hal-00957178
Contributor : Ulrike Mayrhofer <>
Submitted on : Sunday, March 9, 2014 - 1:33:57 PM
Last modification on : Monday, December 2, 2019 - 12:23:48 PM

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  • HAL Id : hal-00957178, version 1

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Sylvie Hertrich, Ulrike Mayrhofer. Strategy Formulation at Audi. 2014, pp. 448-451. ⟨hal-00957178⟩

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