REV. MARCH 8, GIOVANNI GAVETTI Ducati By the end of , Federico Minoli had won his battle. Over the past five years. Ducati Case Study – Free download as Word Doc .doc /.docx), PDF File .pdf), i Gavetti,. Giovanni. Ducati Motor Holding S.P.A. Boston: Harvard Business. Under the supervision of Giovanni Gavetti: “The Minerva Project. “Ducati.” Harvard Business School Teaching Note () [11]. Ducati: Federico .

Author: Tagul Yozshuramar
Country: Canada
Language: English (Spanish)
Genre: Medical
Published (Last): 10 September 2005
Pages: 79
PDF File Size: 17.31 Mb
ePub File Size: 5.68 Mb
ISBN: 570-9-73243-875-8
Downloads: 13089
Price: Free* [*Free Regsitration Required]
Uploader: Gara

The roof of the ducaati was broken. More recently, advances in materials science led companies to introduce composites, carbonium, titanium and magnesium to make their bikes lighter and more reliable. Ducati had a joint-venture with Dainese— a worldwide leader in the production of technical gear for sport riders—to develop and manufacture riding equipment reflecting the exclusivity and racing character of the company.

Tripas, Mary, and Giovanni Gavetti. These people were the real soul of Ducati.

Tuck School of Business | From Motorcycle Mechanic to MBA

The satellites represented ducai, some of them totally new, that were held together by the same goal of creating the intangible attributes that, according to Minoli, would have made Ducati something more than a unique motorcycle. In the last few years, revenues from sponsors and gaverti sale of race engines and bikes greatly increased. Stamp out errors of omission. In it spent around Euro It rained into the factory. This meant competent sales forces, good technical assistance, and an adequate physical space where Ducati motorcycles and apparel could be displayed.

They also changed job design and human resource management practices at the plant level, and emphasized group effort to solve problems.


Sincethe company had started a series of initiatives to establish a direct link with the Clubs. Conference Papers Working Papers. None of the new hires had previous experience with the motorcycle industry.

An impressive series of victories in the World Superbike Championship where, for the first time, a Ducati two-cylinder engine defeated a four-cylinder engine produced by Japanese competitors, was paralleled by the introduction of a new series of stunningly beautiful street performance bikes. To order copies or request permission to reproduce materials, callwrite Harvard Business School Publishing, Boston, MAor go to http: See and hear with the mind of a child 3: The motorcycle is a perfect metaphor for the twentieth century.

Its motorcycle division celebrated its seventy-fifth anniversary in Rivkin, and Elizabeth Johnson. The accessories and apparel business had grown consistently since Ducati entered it.

Touring bikes were larger motorcycles equipped for longer rides and greater comfort. I accepted [the chance] to run Ducati because I saw a company that, beyond its liquidity crisis, needed to be radically changed in order to duczti exploit its enormous iii potential. Post a comment Comments are moderated, and will not appear until the author has approved them.

Gavdtti then moved into the heavyweight segment.

Only a few firms, such as Triumph, increased their level of vertical integration. Ducati Notes i Forbes, July The Igovanni of Analogy. It symbolized the radicalness of the ideological change I was proposing: Gavftti elaboration of company data 16 This document is used with permission and is available to Daniel Amankwah, in the course: Toward a Grounded Theory of the Origins of Strategies.

Although the majority of the motorcycle companies advertised through specialized magazines, only some of them—typically the largest manufacturers—also advertised through the non-specialized press.


From Motorcycle Mechanic to MBA

The Market for Motorcycles in The roots of the motorcycle industry date back towhen Louis Perraux installed a steam engine on a rudimentary bicycle. Killing good ideas is a good idea They used wholesale distributors to build and manage the network of retail dealers in a geographic area.

Celebrate errors of commission. This niche, which Ducati identified as its relevant market see Exhibit 3could be further disaggregated into four sub-segments: InBMW introduced its own interpretation of a cruiser, which enjoyed a stunning commercial success. In Minoli decided to enter the business of accessories and apparel by acquiring a controlling stake in Gio.

When the recession caused a bumpy ride inhowever, Josh lost his sponsorships and his job as a motorcycle mechanic. Harley-Davidson competed in the touring and custom market segments, and with one model — the — in the Naked sub-segment of the sport market. Its most popular model was a naked, the Thunderbird, which was similar to what it marketed in the s.

I like the process of change, not success per se.

Giovanni Gavetti :: Teaching

In Ducati launched a radically new model, characterized by a futuristic design and good handling. The motorcycle quickly became a cultural icon.

In the industry was polarized around these two models. The company shared technology, engineering capabilities, marketing and distribution know-how with its automobile division.