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Sachsenring (A): the decline of Sachsenring Automobilwerke GmbH

  • This is the first of a two-case series (300-037-1 and 300-038-1). This case describes the development of Sachsenring Automobilwerke GmbH, the once famous producer of the Trabant automobiles, after the German unification and until 1993. The various problems that East German companies were facing during their economic adaptation process are highlighted. The situation of Sachsenring Automobilwerke GmbH in 1993 is contrasted with the - much better - situation of its successor, Sachsenring Automobiltechnik AG, in 1998, which is described in more detail in the (B) case. The teaching objectives are on the one hand, to clarify and discuss the difficulties that companies face during a transition process, taking Sachsenring Automobilwerke GmbH as an example. On the other hand, this case can be used to discuss different approaches to change management. For this purpose it is recommended to use the cases together to highlight the reasons for the failure of Sachsenring Automobilwerke GmbH and the success of Sachsenring Automobiltechnik AG. _x000D_ Available via the <link http://www.thecasecentre.org _blank external-link-new-window "Opens external link in new window">Case Centre</link>.

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Document Type:Report
Author:Harald Hungenberg, Wilhelm Althammer, Torsten WulfORCiD, Claudia Löhnig
Chairs and Professorships:Chair of Strategic Management and Digital Entrepreneurship
Year of Completion:2000
2000, Case Centre Reference No. 300-037-1