Abstract
This essay is analysing the way Mercedes-Benz is dealing with the challenge between change and continuity concerning the company's brand values in relationship with design management, product policy and market strategy.
- Title
- Design that has transformed manufacturer: Mercedes-Benz and the A-Class: Managing change to maintain leadership
- Creators
- Hans Leo Höger
- Publication Details
- Design news, Vol.253, pp.32-37
- ISSN
- 0385-3462
- Series / Volume
- 253
- Publisher
- Nihon Sangyō Dezain Shinkōkai
- Number of pages
- 6
- Identifiers
- (UNIBZ)1402540
991006458397801241 - Scopus ID
- n.a.
- Academic Unit
- Faculty of Design and Art
- Language
- English
Japanese - Resource Type
- Journal article
- Author Names String
- Höger HL