Svensson, Göran; Wood, Greg; Callaghan, Michael - In: Journal of Consumer Marketing 23 (2006) 7, pp. 438-444
Purpose – The objective is to describe a marketing approach used by Volvo in the Australian marketplace. It appears to be a rare approach and could be perceived to some extent as being “masochistic”. Design/methodology/approach – The research is based upon a case study. The term...