Look at our car: Why Volvo mixed cars and girls

Abstract

Purpose

The paper aims to review the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The unrelenting march of reality television shows has guaranteed that some people will now stop at nothing to gain media exposure. Few boundaries are evident as egocentric celebrities and their would‐be counterparts jostle unashamedly for a share of the spotlight. With business organizations, demand for attention is driven by need rather than vanity. Being able to stand out from the crowd is fundamental to any company's chance of lasting success. But differentiation is not always easy to achieve. This is particularly true for auto makers, not least because new models launched are no longer perceived as being distinct from each other. As within any other mature industry, companies therefore face the increasingly tough task of finding new and imaginative ways of promoting their products. So how did Volvo manage to succeed so spectacularly against such odds? Why did the valuable media exposure for one of its concept cars last for months when the norm can be measured in days at most?

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2007), "Look at our car: Why Volvo mixed cars and girls", Strategic Direction, Vol. 23 No. 2, pp. 9-11. https://doi.org/10.1108/02580540710724429