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From Champagne showers to the back of the grid: A case study of Williams Racing

Bander, Mirza LU ; Hartvig, Yasmine and O'Sullivan, Caoimhe (2021) In LBMG Corporate Brand Management and Reputation - Masters Case Series BUSN35 20211
Department of Business Administration
Abstract
Williams is a long standing, family owned and operated Formula 1 team. Their track record of success is closely tied to their status as a skilled and independent constructor in a highly competitive and monetized sport. When founder Frank Williams steps aside and his daughter Claire takes over, the team struggles to produce the glory of yesteryear. Claire’s appointment fuels accusations of nepotism and questions about her ability to lead the team at a time when they face some of their greatest challenges. Formula 1 has introduced regulations that allow teams to outsource parts they previously had to make in-house, reducing manufacturing costs and allowing teams to stretch their budgets. Claire remains committed to maintaining Williams as an... (More)
Williams is a long standing, family owned and operated Formula 1 team. Their track record of success is closely tied to their status as a skilled and independent constructor in a highly competitive and monetized sport. When founder Frank Williams steps aside and his daughter Claire takes over, the team struggles to produce the glory of yesteryear. Claire’s appointment fuels accusations of nepotism and questions about her ability to lead the team at a time when they face some of their greatest challenges. Formula 1 has introduced regulations that allow teams to outsource parts they previously had to make in-house, reducing manufacturing costs and allowing teams to stretch their budgets. Claire remains committed to maintaining Williams as an independent constructor and refuses to outsource parts. Williams’ financial struggles compound after failing to secure consistent sponsorship and once Covid-19 hit the team faced no other option but to sell. The new owners, Dorilton take over to bring back the Williams name to its former glory, but with a new approach to outsource. (Less)
Please use this url to cite or link to this publication:
author
Bander, Mirza LU ; Hartvig, Yasmine and O'Sullivan, Caoimhe
supervisor
organization
course
BUSN35 20211
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand heritage, Heritage brand, Brand identity, Brand reputation, Formula 1, Brand Management, Sponsorship
publication/series
LBMG Corporate Brand Management and Reputation - Masters Case Series
language
English
id
9042216
date added to LUP
2021-03-29 11:03:42
date last changed
2021-04-26 10:52:06
@misc{9042216,
  abstract     = {{Williams is a long standing, family owned and operated Formula 1 team. Their track record of success is closely tied to their status as a skilled and independent constructor in a highly competitive and monetized sport. When founder Frank Williams steps aside and his daughter Claire takes over, the team struggles to produce the glory of yesteryear. Claire’s appointment fuels accusations of nepotism and questions about her ability to lead the team at a time when they face some of their greatest challenges. Formula 1 has introduced regulations that allow teams to outsource parts they previously had to make in-house, reducing manufacturing costs and allowing teams to stretch their budgets. Claire remains committed to maintaining Williams as an independent constructor and refuses to outsource parts. Williams’ financial struggles compound after failing to secure consistent sponsorship and once Covid-19 hit the team faced no other option but to sell. The new owners, Dorilton take over to bring back the Williams name to its former glory, but with a new approach to outsource.}},
  author       = {{Bander, Mirza and Hartvig, Yasmine and O'Sullivan, Caoimhe}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Corporate Brand Management and Reputation - Masters Case Series}},
  title        = {{From Champagne showers to the back of the grid: A case study of Williams Racing}},
  year         = {{2021}},
}