Operation Vin: Uncorking the Swedish Wine Market

The authors use the case of “Operation Vin”, a strategic marketing action operated by the Swedish State, to illustrate how a governance unit can be an agent of market change by 1) dismantling previous market logics, 3) framing new alternatives and 3) settling new market rules and cultural norms.



Citation:

Luigi Servadio and *Jacob Ostberg (2020) ,"Operation Vin: Uncorking the Swedish Wine Market", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 680-680.

Authors

Luigi Servadio, Jönköping International Business School
*Jacob Ostberg, Stockholm University, Sweden



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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