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Masochistic marketing : Volvo Australia's not "so safe" strategy

Svensson, Goran, Wood, Greg and Callaghan, Michael 2006, Masochistic marketing : Volvo Australia's not "so safe" strategy, Journal of consumer marketing, vol. 23, no. 7, pp. 438-444.

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Title Masochistic marketing : Volvo Australia's not "so safe" strategy
Author(s) Svensson, Goran
Wood, Greg
Callaghan, Michael
Journal name Journal of consumer marketing
Volume number 23
Issue number 7
Start page 438
End page 444
Publisher Emerald Group Publishing Limited
Place of publication Bingley, England
Publication date 2006
ISSN 0736-3761
Keyword(s) automotive industry
marketing strategy
advertising effectiveness
Australia
Summary 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 “masochistic marketing” is introduced.

Findings – The “masochistic marketing” approach applied by Volvo in Australia should be seen as a process. It is dependent upon the outcome of a series of cause and effect relationships.

Research limitations/implications – The masochistic marketing approach may be divided into four cause-related phases, all of which create a dualistic outcome of either positive or negative effect-chains in respect to the corporate image in the marketplace and society.

Practical implications – A masochistic marketing approach is a high-risk venture. It is a challenging and demanding marketing process, because it plays on the humiliation of the corporate image itself. The core idea of the masochistic marketing approach violates, or at least appears to oppose, the fundaments of marketing.

Originality/value – Masochistic marketing is not recommended to be used as a common approach, unless a series of events has turned the corporate image in the marketplace into something that is highly undesirable and a stigma.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2006, Emerald Group Publishing Limited
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009038

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.