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Case
Mercedes and the Moose Test (B)
Author(s)
The case describes in detail Mercedes's management approach to the moose-test crisis. It discusses strategic and organizational issues as well as specific challenges in corporate communications, the management of difficult technical and logistical challenges and leading under crisis conditions.
Spanish translation available.
Date Published:
01/01/2003
Discipline:
Management;Marketing;Strategy
Key Concepts:
Strategy, Crisis Management, Public Relations, Market Recovery, Business Strategy, Leadership, Corporate Communications
Citations:
Diermeier, Daniel, Astrid Marechal. Mercedes and the Moose Test (B). 5-403-755(B) (KEL049).
