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Strategy Formulation at Audi

Author

Listed:
  • Sylvie Hertrich

    (Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School)

  • Ulrike Mayrhofer

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

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.

Suggested Citation

  • Sylvie Hertrich & Ulrike Mayrhofer, 2014. "Strategy Formulation at Audi," Post-Print hal-00957178, HAL.
    • Handle: RePEc:hal:journl:hal-00957178
    as

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