Description: As Italian automaker Fiat SpA (FIA.MI) plots the U.S. relaunch of its sporty Alfa Romeo brand there is plenty riding on its success, from a justification of the Chrysler acquisition to the business reputation of its CEO Sergio Marchionne.
Date: Jun 28, 2012
Questions for Discussions:
- What is the logic driving this decision?
- Do you think this strategy will work out in managementÃ¢â‚¬â„¢s favor?
- What are the marketing management issues related to this decision?