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Axel Motors

Professor Meenakshi Sharma (Indian Institute of Management, Ahmedabad)

Publication date: 30 December 2019


The case deals with Axel Motor's expansion into India and the clash between expectations and communication styles of the Indian subsidiary and Headquarters. While the subsidiary wants to follow a responsive, market-driven approach to product design and marketing strategy, the top management is driven by the strong belief that the group's core values are universal and no tweaking is needed for particular locations. Anil Mishra, Head of Sales, and the team at the corporate office of Axel Motors India have received an email from Maximilian Klotz, Head of Strategy at Axel Motor's Headquarters. Klotz has expressed complete dissatisfaction with the performance of Axel Motors India. Mishra and the team have to decide how to handle the challenge of getting their input - based on an understanding of the local environment - valued at Headquarters.



Sharma, M. (2019), "Axel Motors", .



Indian Institute of Management Ahmedabad

Copyright © 2019 by the Indian Institute of Management, Ahmedabad

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