1) Answer :

André Michelin's background in engineering and architecture, coupled with Edouard Michelin's
education in law and fine arts, provided them with a diverse skill set. This diversity enabled them to
innovate in both product development and marketing strategies. For example, Edouard's legal
knowledge likely facilitated the patenting process for the first detachable tires for bicycles matching
with his creative side which was exemplified through finding the innovation of detachable tires, while
André's technical expertise contributed to the actual development of these tires. André Michelin's role
in public relations and communications, combined with Edouard's talent for industrial organization,
allowed them to strategically position the company for growth (At this point, product innovations
were non-stop, and at the same time, the firm's commercial skills for communication and distribution
on the world scale were very notable). Their vision extended beyond the domestic market, leading
them to explore opportunities in international markets, such as the construction of production
facilities in Italy, the United Kingdom, the United States, and later expansions into Indochina,
Argentina, Spain, and Czechoslovakia.

2) Answer
The mixture of innovation(Eduarduo), diverse skills which they complete each other, along with
quality and strong customer service/ communication (Andre) also the most important one :
INTERNATIONAL EXPANSION are the reason why they have strong culture and why they have
strengthened their names even after 6 decades later.

3) Answer
Actually recognizing the potential of emerging sectors such as aviation and automobiles, the Michelin
brothers strategically engaged with these industries early on. They understood the importance of
establishing a presence in these sectors to capitalize on future growth opportunities. Initiatives like
constructing their own automobile, the L'Eclair, in 1895 demonstrated their commitment to becoming
a key player in the automotive industry. Similarly, their involvement in aviation through the creation
of aviation prizes and providing tires for the French army's airplanes during WW1 showcased their
interest in establishing Michelin as a leading supplier in the aviation sector. The other important
factor here is the level of reputation by utilizing various promotional activities such as races, prizes,
and travel guides to publicize their products globally. Races like the Paris—Brest—Paris race, where
Michelin's detachable tires for bicycles were showcased, helped to demonstrate the superiority of
their products, and attract widespread attention. Similarly, the creation of prizes like the Michelin
Grand Prix encouraged innovation and excellence in aviation, further enhancing the company's
reputation in the industry. Additionally, initiatives like the Michelin Guide and highway maps
provided valuable resources to travelers, strengthening Michelin's brand presence worldwide.
Through their strategic engagement with nascent global sectors and promotional activities, this
company achieved significant brand recognition on a global scale. The Michelin logo, Bibendum,
became one of the most recognizable symbols worldwide, symbolizing quality and innovation in the
tire industry.

Fidan Guliyeva 47846-EX@kozminski.edu.pl