Volvo engineers new ways to manage change : The best of both worlds

In recent years, there has been a subtle change in the advertising campaigns run by Swedish car manufacturer Volvo. The cars have always been renowned for their solidity, reliability and longevity but Volvo now aims to highlight the fact that these qualities do not come at the expense of style. It is a change of emphasis that illustrates something about the nature of car production everywhere. Manufacturers are continuously developing new products – as well as aiming to change perceptions of those products – and this has implications in the workplace.