An Integrated Perspective on Special and Limited Editions: The Case of Alfa Romeo

Martin Gasperini & Nicole Valerio

Student thesis: Master thesis

Abstract

This research wants to investigate how special and limited edition products can be employed as multipurpose tools in a car manufacturer company, focusing on the case of Alfa Romeo. Specifically, the analysis follows three main directions in order to qualitatively explore how these product variations can help marketing, product life cycle management and product fit in the case of business model changes. This research provides a more concrete understanding of the use of special and limited editions as business strategies. Firstly, the analysis shows that special and limited edition models can represent valuable marketing strategies leveraging on factors such as scarcity, exclusivity, differentiation and time pressure. Secondly, these product variations are demonstrated to be precious strategic tools in order to act on a product life cycle and, more particularly, on the flexibility and extension of its curve. Lastly, special and limited edition models have proved to be helpful tools in order to create a business model fit between old and new products after a change within a company’s business model. The findings of this research are useful in order to inform management practices and future research, and they can be broadly applied to the automotive industry.

EducationsMSc in Management of Innovation and Business Development, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2019
Number of pages94