A Business History of the Bicycle Industry : Shaping Marketing Practices

L'écran d'accueil de SpringerLink indique : "Through a historical analysis of the bicycle industry, this book explores how the bicycle was developed, manufactured and marketed, from its origins in the late nineteenth century to the present day. The author highlights the contributions made by the bicycle industry to marketing as it is understood today, tracing key innovations in product development and marketing. Addressing a gap in the literature, this book provides an insightful history of marketing practice for one of the most important products of the twentieth century." Preface......Page 5 Acknowledgments......Page 8 Contents......Page 9 List of Figures......Page 10 List of Tables......Page 12 1.1 A Brief Glance at Four Generations of Bicycles......Page 13 1.2 Decomposing a Bicycle......Page 18 1.3 Manufacturing a Bicycle......Page 25 1.4 Bicycle Industry Structure......Page 34 1.5 Conclusion......Page 46 References......Page 47 2.1 Why Bicycle Statistics Are Important and the Problems Associated with Them......Page 51 2.2 Bicycle Production Statistics......Page 55 2.3 Bicycle Export and Import Statistics......Page 67 2.4 Apparent Consumption Statistics......Page 75 2.5 Bicycle Ownership Statistics......Page 76 2.6 Conclusion......Page 81 References......Page 83 3.1 Marketing in the Bicycle Industry......Page 87 3.2 Segmenting Markets......Page 90 3.3 Developing Market Offerings......Page 96 3.4 Marketing Through Sports......Page 104 3.5 Conclusion......Page 109 References......Page 110 4.1 A Short History of Cannondale Corporation......Page 114 4.2 Cannondale’s Market Offering......Page 120 4.3 Dimensions of Variety at Cannondale......Page 125 4.4 Conclusion......Page 138 References......Page 139 Index......Page 143 Preface 5 Acknowledgments 8 Contents 9 List of Figures 10 List of Tables 12 1 Understanding the Bicycle as a Product 13 1.1 A Brief Glance at Four Generations of Bicycles 13 1.2 Decomposing a Bicycle 18 1.3 Manufacturing a Bicycle 25 1.4 Bicycle Industry Structure 34 1.5 Conclusion 46 References 47 2 Understanding the Market Through Bicycle Statistics 51 2.1 Why Bicycle Statistics Are Important and the Problems Associated with Them 51 2.2 Bicycle Production Statistics 55 2.3 Bicycle Export and Import Statistics 67 2.4 Apparent Consumption Statistics 75 2.5 Bicycle Ownership Statistics 76 2.6 Conclusion 81 References 83 3 Marketing the Bicycle 87 3.1 Marketing in the Bicycle Industry 87 3.2 Segmenting Markets 90 3.3 Developing Market Offerings 96 3.4 Marketing Through Sports 104 3.5 Conclusion 109 References 110 4 Twenty Years of Marketing in the Italian Bicycle Market: Cannondale 1998–2017 114 4.1 A Short History of Cannondale Corporation 114 4.2 Cannondale’s Market Offering 120 4.3 Dimensions of Variety at Cannondale 125 4.4 Conclusion 138 References 139 Index 143 L'écran d'accueil de SpringerLink indique : "Through a historical analysis of the bicycle industry, this book explores how the bicycle was developed, manufactured and marketed, from its origins in the late nineteenth century to the present day. The author highlights the contributions made by the bicycle industry to marketing as it is understood today, tracing key innovations in product development and marketing. Addressing a gap in the literature, this book provides an insightful history of marketing practice for one of the most important products of the twentieth century."