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Masochistic Marketing: Volvo Australia’s not ‘so safe’ strategy
Oslo School of Management, Oslo, Norway.
Bowater School of Management and Marketing, Deakin University, Warrnambool, Australia.
Bowater School of Management and Marketing, Deakin University, Warrnambool, Australia.
2006 (English)In: Journal of Consumer Marketing, ISSN 0736-3761, Vol. 23, no 7, 438-444 p.Article in journal (Refereed) Published
Abstract [en]

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.

© Emerald Group publishing Limited.

Place, publisher, year, edition, pages
Bingley, UK: Emerald Group Publishing Limited, 2006. Vol. 23, no 7, 438-444 p.
Keyword [en]
Automotive industry, Marketing strategy, Advertising effectiveness, Australia
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-26813DOI: 10.1108/07363760610712984Scopus ID: 2-s2.0-33750967370OAI: oai:DiVA.org:hh-26813DiVA: diva2:755774
Available from: 2014-10-15 Created: 2014-10-15 Last updated: 2015-02-02Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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