Fiat: a good product with a wrong strategy
Publication date: 19 April 2013
Abstract
Subject area
Marketing, distribution channels and servicing, product portfolios.
Study level/applicability
This case is suitable for students of business schools specialising in marketing. It is appropriate for students of marketing management and marketing strategy, distribution management and other related subjects.
Case overview
The case focuses on the debacle of Fiat in India after its recent joint venture pertaining to dealership and servicing ended. The future is unclear and is the topic for debate.
Expected learning outcomes
The case will help students to understand the reasons for the failure of Fiat in India and to be able to connect the case with the marketing concepts, especially those pertaining to distribution channels.
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Keywords
Citation
Mullick, N.H. and Tripathi, G. (2013), "Fiat: a good product with a wrong strategy", , Vol. 3 No. 1. https://doi.org/10.1108/EEMCS-Aug-2012-0151
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited