Veerrryyyy interesting old-timey newspaper article about the slow-motion trainwreck that was Serotta Bicycles. (Newspapers. Remember those? 1989. Remember those?) As it turns out, Serotta the company would have been much better off as Serotta the man in the garage; what DeRosa and Colnago and Davidson managed to pull off was always going to be impossible for Serotta. Indeed, the mid-level manufacturing was wicked difficult in the bike biz even back in 1989. For the record, Strong Cycles experimented with a bunch of different business models and production scales--almost as many as Serotta over the years--but settled on what has been working real well for quite a while now. Not trying to compete with Cannondale, though. That might be key.
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