Porsche AG. Beyond the limits of Luxury?



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Language: Spanish
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Case Study

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The case focuses on the two new models Porsche introduced in late 2013 which, interestingly enough, would become the most expensive (918) and the most affordable (Macan) Porsches to date. This was a new strategic challenge for Porsche as growing the company´s business in two new areas, (the high-end and low-end of the market) represented both a good growth opportunity, but also a major strategic challenge. The case has been designed for the elective course "Luxury Strategy" at IE Business School. Within this course, the case covers the session dedicated to growth management and more particularly, discusses a key strategic issue for luxury firms: the tension between growth and exclusivity. 

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