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Book Cover
Author Diermeier, Daniel, author

Title Mercedes and the moose test (B) / Daniel Diermeier
Published London : SAGE Publications Ltd, 2017
Online access available from:
Sage Business Cases    View Resource Record  


Description 1 online resource : illustrations
Series SAGE Knowledge. Cases
SAGE Knowledge. Cases
Summary The case describes a crisis management situation faced by Mercedes-Benz, a division of Daimler-Benz AG. In 1997 Mercedes introduced a revolutionary new car, the A-class, Mercedes' first entry into the compact car segment. The A-class was positioned as an entry-level vehicle in the Mercedes line and represented Mercedes' attempt to grow beyond its core market. A few days after the car was officially introduced, it rolled-over during a test known as the "moose test" conducted by a Swedish journalist. The A-class's failed moose-test created extensive media coverage in Germany and other European countries, threatening the success of the A-class launch
Notes Originally published: Diermeier, D. (2004). Mercedes and the moose test (B). 5-403-755(B) Evanston, IL: Kellogg School of Management, Northwestern University
Description based on XML content
Subject Daimler-Benz Aktiengesellschaft.
Automobile industry and trade -- Case studies.
Automobiles -- Testing -- Case studies.
New products -- Management -- Case studies.
Genre/Form Case studies.
Form Electronic book
ISBN 9781473992405 (ebook)