Volvo Grand Prix
Author: Weinstein, David INSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 1990.Language: EnglishDescription: 24 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: 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.| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Europe Campus INSEAD Publications Display | Consultation only | BC000014 |
Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>
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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