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Nana

In: English and Literature

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Unit Reading

Leenen, S. & Jelassi, T. 2005, 'Ducati (Italy) vs. Harley-Davidson (USA)', in Strategies for E-Business, ed.T. Jelassi & A. Enders, Pearson Education Limited, Harlow, pp. 366-398.

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Ducati (Italy) vs. Harley-Davidson (USA)
Innovating business processes and managing value networks

In 2001, as Ducati celebrated its 75th anniversary,

Group (TPG) and Deutsche Morgan Grenfell Capital

some executives wondered whether the recent corporate restructuring had repositioned the company

(Italy). A new management team initiated a turnaround programme aiming at increased production efficiency, net sales and profit. ‘Since 1996, we were really working against a backdrop that wasn’t so far

successfully. As part of this, the Italian motorcycle manufacturer had adopted a new focus on R&D, marketing and sales, moving away from its initial manufacturing strength. In addition, the company

removed from bankruptcy’, said Carlo di Biagio, Chief
Executive Officer of DMH. ‘Now our situation is different. Sooner or later, we think investors will see that.’ By 2001, the company had restructured its value chain activities, outsourcing 90% of its production and, in order to decrease costs, introducing a platform strat-

had embraced the Internet, deciding in Ianuary 2000 to sell its new motorcycle, apparel and accessories exclusively online. Though this had been a risky deci-

sion, it had been tremendously successful. Federico Minoli, President and CEO of Ducati.com, and Chair of the Board of Ducati Motor Holding, announced

with pleasure that:
Since 1 January 2000, we have sold over 2500 motorbikes online with the help and involvement of our official dealer network, proving the validity of our Internet strategy. With this...

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