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.
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.
Luigi Servadio, Jönköping International Business School
*Jacob Ostberg, Stockholm University, Sweden
NA - Advances in Consumer Research Volume 48 | 2020
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