Royal Enfield – A Revving Revival

Glyn Atwal , Douglas Bryson (1)

1 ESC [Rennes] - ESC Rennes School of Business

Case study - This case outlines the history of the motorcycle manufacturer Royal Enfield and details of its turnaround strategy. It highlights the potential of transforming a legendary Indian brand into a happening global brand.

Mots clés: International market expansion; International marketing; Global marketing; India; Marketing strategy

Domaines: Gestion et management

Glyn Atwal, Douglas Bryson. Royal Enfield – A Revving Revival. 2018, 5 p. ⟨hal-02015941⟩