BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself

Subjects Covered
Brands
Consumer behavior
Consumer marketing
Product lines
Product positioning

by
Stephen A. Greyser,
Wendy Schille

Source: Harvard Business School

24 pages.
Publication Date: Dec 27, 1992. Prod. #: 593046-PDF-ENG

BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself Harvard Case Study Solution and HBR and HBS Case Analysis