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Title: Ducatti

Essay Details

Subject: Business
Author: Peggy L
Date: November 12, 2014
Level: University
Grade: A
Length: 11 / 3097
No of views: 0
Essay rating: good 0, average 0, bad 0 (total score: 0)

Essay text:

In the years preceding the revolutionary turnaround, the company changed hands a number of time which resulted in a lack of overall strategic direction. Minoli was faced with a company which, despite having a team of top engineers, had gained a reputation for average quality as a result of inefficient production and poor management...

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Until 1996 it was driven by the imaginations of its engineers rather than by goal-oriented strategic decisions. Minoli described Ducati’s top management as operating in “a structured chaos” (Gavetti, 2004, pp.861). He believed that by incorporating certain basic structural changes and by redefining company’s strategic goals, it could be turned into a profitable brand-driven company...

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