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Supporting video
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Reference no. F596-023-3
French language with English subtitles
Subject category: Marketing
Authors: David Weinstein
Published by: INSEAD
Published in: 1996
Length: 10 minutes
Notes: This supporting video is in French with English subtitles. Length 13 minutes. File size 1.15GB. Click for more information.

Abstract

This supporting video is to accompany the case. 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 teaching objectives are to introduce students to industrial sponsorship in sport and to evaluate the role of sponsorship in terms of the company's marketing strategy.
Location:
Industry:
Other setting(s):
1985

About

Abstract

This supporting video is to accompany the case. 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 teaching objectives are to introduce students to industrial sponsorship in sport and to evaluate the role of sponsorship in terms of the company's marketing strategy.

Settings

Location:
Industry:
Other setting(s):
1985

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