Tracks changes in the market of luxury cars in the 1980s and early 1990s. Changes to the target consumer behavior - in particular, the yuppie lifestyle - to serve as a basis for modification of the manufacturer's product line, positioning and advertising. The culmination of the event in 1991, the efforts of the open BMW "de-yuppify" itself in the minds of the target audience. "Hide
by Stephen A. Greyser, Wendy Schille Source: Harvard Business School 24 pages. Publication Date: December 27, 1992. Prod. #: 593046-PDF-ENG
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