haku: @author Newton, S. / yhteensä: 2
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| Tekijä: | Newton, S. Iddiols, D. |
| Otsikko: | Special award for the best case history. From hearses to horses: launching the Volvo 850 |
| Lehti: | Journal of the Market Research Society
1993 : APR, VOL. 35:2, p. 145-159 |
| Asiasana: | METHODOLOGY CARS MARKET RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | The paper presents a case history illustrating the role that research played in the successful positioning and launch of the Volvo 850 in a complex market environment. The methodologies employed are described: exploratory positioning research; static/driven clinic and advertising assessment, each having an important and distinct part to play. The paper also demonstrates the strategic role of research. Research at Volvo is clearly positioned as a management tool that recognizes the commercial application of findings and maximises the contribution research suppliers can make to the company. |
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