TY  - JOUR
AB  - 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.
VL  - 3
IS  - 1
SN  - 2045-0621
DO  - 10.1108/EEMCS-Aug-2012-0151
UR  - https://doi.org/10.1108/EEMCS-Aug-2012-0151
AU  - Mullick N.H.
AU  - Tripathi Gaurav
PY  - 2013
Y1  - 2013/01/01
TI  - Fiat: a good product with a wrong strategy
T2  - Emerald Emerging Markets Case Studies
PB  - Emerald Group Publishing Limited
SP  - 1
EP  - 6
Y2  - 2024/05/15
ER  -