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First Part – The Enlightenment

In: Hurdle Race Marketing

Author

Listed:
  • Klaus Backhaus

    (Universität Münster Marketing Centrum Münster)

Abstract

There was once a German engineering company bearing the proud name “Deutsche Maschinenbau AG”. Many knew it simply under the abbreviation DMA. Within a few short years DMA had developed into an internationally renowned brand. After many raging autumnal storms that shook the engineering industry most violently, DMA arose out of the merger of three individual companies. This merger, which for a long time was opposed by the old owners, all of whom presented themselves as die-hard patriarchs, ultimately proved extraordinarily successful.

Suggested Citation

  • Klaus Backhaus, 2013. "First Part – The Enlightenment," Springer Books, in: Hurdle Race Marketing, edition 127, pages 11-34, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-02444-4_1
    DOI: 10.1007/978-3-658-02444-4_1
    as

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