Piaggio (a)

11 Pages Posted: 21 Oct 2008 Last revised: 10 Nov 2021

See all articles by Jeanne Liedtka

Jeanne Liedtka

University of Virginia - Darden School of Business

Emily Jean Gibbons

Independent

Pablo I. Ciano

Solving International USA

Abstract

Piaggio, manufacturer of the Vespa motor scooter, faces the decision of whether to outsource production of a new engine. The decision in the A case is couched in uncertainty over the achievable sales volume for the engine, particularly as new and less expensive competitor products are gaining popularity. The case provides an overview of the competitive style of each of the major manufacturers and allows a discussion of core capabilities of these competitors. The B case describes what happens in the market and to Piaggio after the company has built the engine.

Excerpt

UVA-BP-0415

Rev. Nov. 3, 2022

Piaggio (A)

Not many products reach the goal of a fifty-year life-span…Vespa developed from a utility vehicle, whose characteristics had been dictated exclusively by criteria such as function and cost, into an international success, a protagonist of the history of customs and the cinema, a “cult object” which has given rise to the creation of associations and collectors' guilds on a world wide scale.

—Giovanni Alberto Agnelli

Introduction

. . .

Keywords: decision making, industry analysis, outsourcing

Suggested Citation

Liedtka, Jeanne and Gibbons, Emily Jean and Ciano, Pablo I., Piaggio (a). Darden Case No. UVA-BP-0415, Available at SSRN: https://ssrn.com/abstract=907914

Jeanne Liedtka (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
804-924-1404 (Phone)
804-924-6378 (Fax)

HOME PAGE: http://www.darden.virginia.edu/faculty/liedtka.htm

Emily Jean Gibbons

Independent

Pablo I. Ciano

Solving International USA ( email )

Miami, FL 33136
United States

Do you have negative results from your research you’d like to share?

Paper statistics

Downloads
236
Abstract Views
2,543
Rank
235,448
PlumX Metrics