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The rebirth of Skoda

This case study looks at the turn-round in the fortunes of Skoda which has come about through investment in new technology, management training, product...

The role of PR in changing perceptions

Few consumers buy products at random. This is particularly true for durable products, such as washing machines, freezers and cars, which are likely to...

SWOT analysis in action

In 1895 in Czechoslovakia, two keen cyclists, Vaclav Laurin and Vaclav Klement designed and produced their own bicycle. Their business became Skoda in 1925....

Building brand equity

Deciding to buy a certain product involves choosing between the many alternatives in the marketplace. Such decisions are rarely easy, as in most markets,...

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