1. Ducati Case Group 9b

2. Aesthetic values Judgment: hate it or love it? – What can be overcome? Beauty through senses & feelings Unique sound, Desmodromic Valve, L-twin engine, Tubular trestle frame, Italian style, Longer life span

3. Symbolic values Rather intangible Social group of fans & customers Subculture of Motorcycle industry “… Motorcycle for the would-be Ferrari driver : Italian, fast and, of course, red” = belongs to something cool Museum, events, stores, racing, advertising and Ducati owners club

4. S TRATEGIC CAPABILITIES Corporate functions – Management development, Innovation of new strategy R&D – engineers Product design marketing – Brand management, Designs & Marketing plans Sales distribution – Competent Staff & Sufficient resources

5. S USTAINABILITY Superior performance - Quality & Performance Imitation - Culture & Outsourcing

6. FAST BIGBEST BEAUTY Market dominant expansion, Different product segments R&D Customer orientation Differentiation Quality, Dynamic capabilities, JIT, Materials as Needed, Innovation, Market response, Distribution System Storytelling, Design, Brand, Social meaning, “The World of Ducati”

7. Cruiser Seg. Core on light-weight Sport, Racing Motorcycles,  A new segment with heavy motorcycle maybe not will attract the same type of customers.