Establishing a retro-marketing rental company : VW Kamper case study. / O'Brien, Justin.

In: The International Journal for Entrepreneurship and Innovation, Vol. 19, No. 2, 01.05.2018, p. 125-133.

Research output: Contribution to journalArticle

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Abstract

‘Establishing a retro-marketing rental company: VW Kamper’ is a teaching case study primarily targeted for postgraduate and advanced undergraduate entrepreneurship, marketing and management students who are seeking to learn a range of small business start-up business planning and evaluation methods. The case draws theoretically on the brand revival characteristic framework of Brown, Kozinets and Sherry to consider the allure of renting a nostalgic Volkswagen (VW) campervan for a glamorous camping experience while relating some of the growing literature pertaining to the challenges faced by female entrepreneurs. The case provides financial and marketing contextual information to practically engage students with an intriguing and authentic motorhome rental service concept to help develop financial reasoning skills related to new ventures and risk.
Original languageEnglish
Pages (from-to)125-133
Number of pages9
JournalThe International Journal for Entrepreneurship and Innovation
Volume19
Issue number2
Early online date27 Mar 2018
DOIs
Publication statusPublished - 1 May 2018
This open access research output is licenced under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

ID: 28924000