IDEAS home Printed from https://ideas.repec.org/a/eme/regepp/rege-07-2022-0109.html
   My bibliography  Save this article

What the eyes don't see, the heart doesn't buy: the Premium Motors case

Author

Listed:
  • Guilherme Henrique Vieira Noveletto
  • Jailson Lana
  • Raul Beal Partyka
  • João Roberto Rocha Lemos

Abstract

Purpose - This teaching case aims to encourage reflection on the formulation of the strategic repositioning of an automotive dealership. Design/methodology/approach - Built on the teaching case method, it portrays the situation of the Premium Motors automotive dealership in the face of a strategic repositioning. Management and the board discuss ways to minimize the impact of the coronavirus disease 2019 (COVID-19) pandemic on sales figures. The situation presents the possibility of entering a new product segment. Findings - How to make consumers correctly understand the new positioning? The case is structured to enable reflection and teaching of marketing strategies, with each student having the possibility of putting themselves in the role of company managers. The environment and trajectory are also portrayed, broadening the perception of the studied company and providing devices for solving the emerging problems of the case. Originality/value - The case becomes a tool to promote knowledge, from the implementation to the management of strategic repositioning. Thus, the teaching notes offer directions on how professors can use the teaching case with their undergraduate and graduate students in disciplines related to strategy and marketing.

Suggested Citation

  • Guilherme Henrique Vieira Noveletto & Jailson Lana & Raul Beal Partyka & João Roberto Rocha Lemos, 2023. "What the eyes don't see, the heart doesn't buy: the Premium Motors case," Revista de Gestão, Emerald Group Publishing Limited, vol. 31(3), pages 334-346, October.
    • Handle: RePEc:eme:regepp:rege-07-2022-0109
    DOI: 10.1108/REGE-07-2022-0109
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/REGE-07-2022-0109/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: no
    File URL: https://www.emerald.com/insight/content/doi/10.1108/REGE-07-2022-0109/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: no
    File URL: https://libkey.io/10.1108/REGE-07-2022-0109?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eme:regepp:rege-07-2022-0109. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Emerald Support (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.