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A Business History of the Bicycle IndustryTwenty Years of Marketing in the Italian Bicycle Market: Cannondale 1998–2017

A Business History of the Bicycle Industry: Twenty Years of Marketing in the Italian Bicycle... [This chapter is focuses on the experience of a well-known bicycle firm and its marketing activity. The analysis deals with its product policy decisions in a specific European market over a twenty years time. The company, named Cannondale, provides a significant example for understanding the complex marketing process carried out by this firm and many others in the bicycle industry. The chapter includes a preliminary historical background to get familiar with the firm. Further sections discuss the market offering of Cannondale and how it evolved over time. Specifically, how the company created and managed variety in its product lines, and which dimensions of variety were employed.] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Business History of the Bicycle IndustryTwenty Years of Marketing in the Italian Bicycle Market: Cannondale 1998–2017

Mari, Carlo
Springer Journals — Nov 4, 2020
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28 pages

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Publisher
Springer International Publishing
Copyright
© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021
ISBN
978-3-030-50562-2
Pages
103 –131
DOI
10.1007/978-3-030-50563-9_4
Publisher site
See Chapter on Publisher Site

Abstract

[This chapter is focuses on the experience of a well-known bicycle firm and its marketing activity. The analysis deals with its product policy decisions in a specific European market over a twenty years time. The company, named Cannondale, provides a significant example for understanding the complex marketing process carried out by this firm and many others in the bicycle industry. The chapter includes a preliminary historical background to get familiar with the firm. Further sections discuss the market offering of Cannondale and how it evolved over time. Specifically, how the company created and managed variety in its product lines, and which dimensions of variety were employed.]

Published: Nov 4, 2020

Keywords: Fit variety; Taste variety; Quality variety; Catalogue; Price list; Price tier

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