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Research papers
From clay model to consumer satisfaction
This paper describes the role of marketing research, both at the desk and in the field, centrally and locally, in developing and marketing the new Volvo. It touches on the problems of positioning a concept that was entirely new for the company in a...
Catalogue: ESOMAR Congress 1987
Authors: Daniela Maiani, Chris Van Scbijndel, Joop van der Vegt
September 1, 1987
Research papers
A new service transforms members of a club into clients of a company
A new product or service can open, for some corporations, the way of re-conquering a tired clientele, or attracting a new one. The Catalonian Automobile Club (Reial Automdbil Club de Catalunya), looked at itself, until 1985 and after 80 years of...
Catalogue: ESOMAR Congress 1987
Author: Susana Tisler
September 1, 1987
Research papers
Retail image studies
The paper describes how retailers in the automotive business who are generally action oriented, overly concerned with prices charged and wanting to see real results in a short time frame can be made aware of their store image. Store image is here...
Catalogue: Seminar 1987: Strategies For Service Management
Author: Dick Hage
June 15, 1987
Research papers
Relearning customer service at the U.S. auto dealer
The consumer has ambivalent feelings about the new car dealer, who has long been protected by the exclusive franchise system. In the U.S. market there are signs that the dealer franchise system is already undergoing a revolution, caused by changes in...
Catalogue: Seminar 1987: Strategies For Service Management
Author: Philip Wade
Company: JD Power
June 15, 1987
Research papers
Assessing the changes in the attitudes of new passenger car buyers in three Arab countries
The paper will present findings extracted from an annual multi-country syndicated survey among new passenger car buyers. The purpose of this paper is to highlight and explore the attitudes of car buyers and their mode of screening and selecting new...
Catalogue: Seminar 1987: Research In Arab Countries
Author: George Laham
June 15, 1987
Research papers
Horse racing sponsorship
The choice of horse racing sponsorship can solve the problem of being in touch with the most difficult target: the wealthy. The cost effectiveness of this operation is, by large, at the top of the scale. That's why it seemed worthwhile to consider...
Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Authors: Tino Biglia, Ruggero Mazzini
November 6, 1985
Research papers
Lancia 1984 grand galá
Before the Lancia Grand Gala 1984 can be presented within the framework of brand promotion activity it is necessary, indeed absolutely essential, to define the background. Above all, the overall auto market is as we shall see in direct contrast to...
Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Authors: Tino Biglia, Franco Cagnasso
November 6, 1985
Research papers
The contribution of research to corporate and strategic planning
The essence of Volvo's strategic guidelines about people is more a matter of leadership than money. The more one gives, the more one receives in return. People both inside and outside the company must be the two key priorities. The result will be...
Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: Göran Carstedt
June 15, 1985
Research papers
