Transforming brand core values into perceived quality: a Volvo case study

Kostas Stylidis, Steven Hoffenson, Monica Rossi, Casper Wickman, Mikael Söderman and Rikard Söderberg

International Journal of Product Development, 2020, vol. 24, issue 1, 43-67

Abstract: Core values are an important part of Volvo Car Group's and Volvo Trucks' strategic development plans. These two companies share the same core values, quality, safety, and environmental care, but they approach these values in different ways. This study seeks to understand how industry professionals and customers perceive these core values and the attributes that are associated with them, using semi-structured interviews with industry professionals from both companies and quantitative survey methods with customers. The purposes of this study are to investigate how designers convey core values to customers through product attributes and how customers perceive those core values through the same attributes. Such an understanding reveals the commonalities and discrepancies between the perspectives of producers and customers, and can contribute to more effective design processes that communicate company values in the early product development phases.

Keywords: automotive design; product development; communication; perceived quality; core values. (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=106448 (text/html)
Open Access

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijpdev:v:24:y:2020:i:1:p:43-67

Access Statistics for this article

More articles in International Journal of Product Development from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().