This case discusses the e-business strategy of Ducati, an Italian manufacturer of high-performance motorcycles. Ducati became the first firm to sell a new-model motorcycle over the Internet, its MH900e motorcycle (15,000 Euros each). Professor Tawfik Jelassi and Stefanie Leenen discuss the company’s Internet venture from creation to launch, raising issues about how to handle and integrate an online operation.
Content: Case Study
Authors: Stefanie Leenen, Tawfik Jelassi
Source: “INSEAD”
Subject: IT / Technology / E-Business
Company: Ducati Motorcycle
Authors: Stefanie Leenen, Tawfik Jelassi
Source: “INSEAD”
Subject: IT / Technology / E-Business
Company: Ducati Motorcycle
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