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

Share Proceeding

Featured papers

See More


A Model of Consumer Self-Regulation Failure

Keith Wilcox, Columbia University, USA

Read More


When Lack of Belongingness Means Bad News for the Planet: The Consequences of Low Belonging on Ethical Product Purchases

Ainslie Schultz, Providence College
Kevin Newman, Providence College
Scott Wright, Providence College

Read More


The Asymmetric Effect of Highlighting Intertemporal Opportunity Costs

Christopher Olivola, Carnegie Mellon University, USA
David Hardisty, University of British Columbia, Canada
Daniel Read, University of Warwick

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.