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 journalArticlepeer-review

Published

Standard

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 journalArticlepeer-review

Harvard

O'Brien, J 2018, 'Establishing a retro-marketing rental company: VW Kamper case study', The International Journal for Entrepreneurship and Innovation, vol. 19, no. 2, pp. 125-133. https://doi.org/10.1177/1465750318761647

APA

O'Brien, J. (2018). Establishing a retro-marketing rental company: VW Kamper case study. The International Journal for Entrepreneurship and Innovation, 19(2), 125-133. https://doi.org/10.1177/1465750318761647

Vancouver

O'Brien J. Establishing a retro-marketing rental company: VW Kamper case study. The International Journal for Entrepreneurship and Innovation. 2018 May 1;19(2):125-133. https://doi.org/10.1177/1465750318761647

Author

O'Brien, Justin. / Establishing a retro-marketing rental company : VW Kamper case study. In: The International Journal for Entrepreneurship and Innovation. 2018 ; Vol. 19, No. 2. pp. 125-133.

BibTeX

@article{ef800f204cc343d087d6abb9df19b675,
title = "Establishing a retro-marketing rental company: VW Kamper case study",
abstract = "{\textquoteleft}Establishing a retro-marketing rental company: VW Kamper{\textquoteright} 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.",
author = "Justin O'Brien",
year = "2018",
month = may,
day = "1",
doi = "10.1177/1465750318761647",
language = "English",
volume = "19",
pages = "125--133",
journal = "The International Journal for Entrepreneurship and Innovation",
issn = "1465-7503",
publisher = "SAGE Publications Inc.",
number = "2",

}

RIS

TY - JOUR

T1 - Establishing a retro-marketing rental company

T2 - VW Kamper case study

AU - O'Brien, Justin

PY - 2018/5/1

Y1 - 2018/5/1

N2 - ‘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.

AB - ‘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.

U2 - 10.1177/1465750318761647

DO - 10.1177/1465750318761647

M3 - Article

VL - 19

SP - 125

EP - 133

JO - The International Journal for Entrepreneurship and Innovation

JF - The International Journal for Entrepreneurship and Innovation

SN - 1465-7503

IS - 2

ER -