IMD-3-2298 © 2012
Leleux, Benoit F.; Glemser, Anne-Catrin
In August 2010 Claudio Castiglioni, the popular motorcycle enthusiast and serial business owner, had actually gotten MV Agusta for the 3rd time in 20 years. Claudio was a picture in the motorbike world, having actually restored remarkable brand names such as Ducati, Cagiva, Husqvarna and Moto Morini. Claudio did not get to get benefit from the fruits of MV Agusta's restoration: He passed away on the 17th of August 2011 at an age of 64, leaving some huge shoes for his child Giovanni to fill.
The very first outcomes after the re-acquisition looked appealing however the motorcycle market had actually been diminishing considerably over the previous 10 years. How could he possibly reignite the flame under this inspiration of motorcycle racing expertise? How should the MV Agusta brand name be placed now?
The Castiglioni Family And MV Agusta – Motorcycle Art case study solution
Subjects: Brand building; Family business; Succession; Turnaround; Buyout; Luxury brand; Growth strategy; Positioning; Distribution; Growth financing; Entrepreneurship; Corporate venturing; Innovation; Research & development
Settings: Italy; Europe; Global ; Motorcycle ; €50-150 million ; 2010-2012
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