Abstract
Jaguars are the largest of the South American cats. In native language, jaguar means “he who kills with one leap,”1 a description that fits such characters as James Bond and the winners of Le Mans, the world’s oldest sports car race of endurance and efficiency. The jaguar figure fixed on the hoods of automobiles has become iconic and, for a time, was the world’s most coveted automotive brand. No wonder Ratan Tata said that the Tata Group’s chance to own the Jaguar brand was “irresistible.” Overnight, for $2.3 billion, Jaguar came to belong to Tata Motors and India.
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Notes
Winter Nie (2012), “Expect China’s Private Sector Entrepreneurs to Take the Lead,” IMD paper, June.
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© 2013 Nirmalya Kumar and Jan-Benedict E.M. Steenkamp
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Kumar, N., Steenkamp, JB.E.M. (2013). The Brand Acquisition Route. In: Brand Breakout. Palgrave Macmillan, London. https://doi.org/10.1057/9781137276629_5
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DOI: https://doi.org/10.1057/9781137276629_5
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