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Case Study: Sylvie Hertrich Awarded a New Prize for Her Work on Audi A1

Publié le June 7, 2013, Mis à jour le June 18, 2014

On May 2013, the Case Study and Educational Media Center awarded the Top Marketing Prize to Sylvie Hertrich (EM Strasbourg Business School) and Ulrike Mayrhofer (IAE Institute of Business Administration, Lyon). Their case study entitled ‘Audi 1: Marketing a Premium City Car' is the case that was the most widely used across higher education institutions in 2012.

Over the years the two authors have designed some thirty cases on such companies as Adidas, Danone, Hilton or PSA Peugeot Citroën, on which close to 80,000 students have worked so far. In 2011, they received the Top Marketing Prize for ‘Lustucru: the Lunch Box Market' as well as the Top Strategy Prize for ‘Audi: Conquering International Markets'. EM Strasbourg Business School Associate Professor Sylvie Hertrich and IAE LYON Full Professor Ulrike Mayrhofer have been recognised once again by the Case Study and Educational Media Center (CCMP) of the Paris Chamber of Commerce and Industry. This year they won the Top Marketing Prize for their study entitled ‘Audi 1: Marketing a Premium City Car', which was the most widely used across higher education institutions over the past year.

The Audi 1case study was conducted in close collaboration with the Marketing team at the Volkswagen Group company. It dissects the launch of the A1 model, a small premium car targeted at young urban customers. This is a fast-growing segment on which the brand faces three direct competitors: the Mini, Citroën's DS3 and Alfa Romeo's MiTo.

Based on their long-standing expertise in designing educational case studies, Sylvie Hertrich and Ulrike Mayrhofer published a book on the case technique with ‘Management et Société' Publishers entitled ‘Cases in Marketing' (2008).


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