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Volvo Grand Prix

Author: Weinstein, David INSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 1990.Language: EnglishDescription: 24 p.Type of document: INSEAD CaseAbstract: Describes Volvo's 1985 decision whether to continue its sponsorship of the men's professional tennis circuit. Several key decision-makers question the relevance of this activity to Volvo's performance and would rather see resources spent differently. The case is accompanied a video.Pedagogical Objectives: To introduce students to industrial sponsorship on sport; to evaluate the role of sponsorship in terms of the company's marketing strategy.
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To introduce students to industrial sponsorship on sport; to evaluate the role of sponsorship in terms of the company's marketing strategy.

Describes Volvo's 1985 decision whether to continue its sponsorship of the men's professional tennis circuit. Several key decision-makers question the relevance of this activity to Volvo's performance and would rather see resources spent differently. The case is accompanied a video.

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