Considers one of the most important business decisions in the history of Porsche, made in early 1998: to build SUV (SUV) - Cayenne. After decades of relying on one or two models of sports car and almost on the verge of bankruptcy and the loss of its independence in 1993, Porsche had to diversify their product lines. Branding is also considered the consequences of internationalization of production. "Hide
by Jeffrey Fear, Carin-Isabel Knoop Source: Harvard Business School 29 pages. Publication Date: January 12, 2006. Prod. #: 706018-PDF-ENG
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