Introduction
The case study by Rebecca Henderson and Cate Reavis, entitled What’s Driving Porsche? Is an investigation into the current realities for the Porsche car company (Henderson and Reavis, 2009). Porsche has made some significant changes in recent years, ceding control and gaining control within certain parts of the automotive industry; the purpose of this report is to give a thorough discussion of the changes that are occurring in the automotive industry, particularly the luxury automotive industry, and examine how these events have affected Porsche as a company and as a brand. The transitory nature of the automotive industry branding tactics have ...
