Premium Power
Wiley-VCH (Verlag)
978-3-527-50217-2 (ISBN)
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Instead of following the praised concepts of lean production, Mercedes-Benz, BMW, Porsche and Audi developed their own innovative Premium Power brand strategy and thereby initiated a true revolution in the automotive industry. Premium is not "Cheap Luxury", and it is also not "Upscale Mass-Market" - but it is an independent, new sector of the global car industry, and is all about premium innovations and premium marketing. Premium Power is really a strategic revolution of the automotive industry, as it reverses the companies' focus from production and technology to the customers' needs. This means a premium brand - or better premium company - has to innovate in those product properties which are important to its clients, in order to create premium products that can be sold at a price premium. As a consequence, the concept of Lead Production cannot be fully applied by Premium manufacturers, because it would endanger their differentiating powers through innovation.
This book outlines the properties of Premium Power and describes the breathtaking story of its invention, which saved some of the most respected automotive brands in the world. What exactly is the secret of success of these German premium carmakers, which is reflected in a superior growth in revenue and profits? Which challenges do those premium brands have to face in the future? What lessons can be learnt from these successful brands in other industries?
The automotive analysts Philipp G. Rosengarten and Christoph B. Stürmer describe the fascinating success story of the German Premium car brands, especially over the past 10 years. With the help of the new premium brand DIS-Matrix (Design-Innovation-Sector-Matrix), they describe the characteristics of each individual German premium brand and analyze the individual success factors. After providing an outlook of the future challenges premium brands will have to face in order to defend their market position, the authors apply their insights to other industries that could learn from the high performers in the automotive industry - how to build and manage a premium brand.
Philipp G. Rosengarten ist Senior Automotive Analyst bei der Global Insight Automotive Group, dem Marktführer im Bereich Automobilanalysen und -prognosen. Rosengarten ist unter anderem für das globale Luxusautosegment zuständig. Christoph B. Stürmer ist Senior Automotive Analyst bei der Global Insight Automotive Group und unter anderem für den deutschen Automobilmarkt zuständig. Zuvor war er in der DaimlerChrysler Marketing Strategie Abteilung für Mercedes-Benz verantwortlich für das Portfolio-Management und die strategische Planung.
1 What is a Premium Make?
2 BMW - From the Motorbike to the Automobile
3 Mercedes-Benz - The Inventor of the Automobile
4 Porsche - The Sports Car Manufacturer
5 Audi - Vorsprung durch Technik
6 Cooperation, Competition and Awareness of Premium Makes
7 The Premium Brand Design-Innovation-Sector Matrix (DIS Matrix)
8 The Success Factors of the Premium Makes
9 The Challenges for the Premium Makes
10 Findings for other Companies and Industries
Appendix: Premium Makes - Theory
| Sprache | deutsch |
|---|---|
| Maße | 140 x 214 mm |
| Gewicht | 447 g |
| Einbandart | gebunden |
| Themenwelt | Sachbuch/Ratgeber ► Beruf / Finanzen / Recht / Wirtschaft ► Wirtschaft |
| Schlagworte | Automobilindustrie • Deutschland; Wirtschaft • Erfolg (Wirtschaft) • Kraftfahrzeugindustrie • Markenmanagement; Einzelne Wirtschaftszweige / Branchen • Unternehmenserfolg • Wirtschaft |
| ISBN-10 | 3-527-50217-3 / 3527502173 |
| ISBN-13 | 978-3-527-50217-2 / 9783527502172 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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