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Establishing a retro-marketing rental company:VW Kamper case study 6

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Contributor(s): The International Journal of Entrepreneurship and Innovation. 19:2 (May 2018). pp.125-139 5 6 [] |

Language: Unknown language code Summary language: Unknown language code Original language: Unknown language code Series: ; 46Edition: Description: Content type: text Media type: unmediated Carrier type: volumeISBN: ISSN: 2Other title: 6 []Uniform titles: | | Related works: 1 40 6 []Subject(s): -- ENTREPRENEURIAL INVESTMENT EVALUATION -- 0 -- START-UP BUSINESS PLANNING -- | -- 2 -- 0 -- 6 -- | 2 0 -- | -- -- 20 -- | | -- -- -- -- 20 -- | -- -- -- 20 -- --Genre/Form: -- 2 -- Additional physical formats: DDC classification: | LOC classification: | | 2Other classification:

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Item type	Current location	Home library	Collection	Call number	Status	Date due	Barcode	Item holds
Book	PLM	PLM Periodicals Section	Periodicals	HB615J68.2018 (Browse shelf)	Available		PER2006B

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Previous	HB615.J68.2017 The international journal of entrepreneurship and innovation.	HB615.J68.2018 The international journal of entrepreneurship and innovation.	HB615.J68.2018 Green innovation and the development of sustainable communities: the case of Blueprint Regeneration's Trent Basin development	HB615J68.2018 Establishing a retro-marketing rental company:VW Kamper case study	HC411.A1.Ec74.2003 ADB Technical Note Series.	HC411.A1.Ec74.2003 Economic analysis of health projects : a case study in Cambodia.	HC411.A1.Ec74.2003 Testing savings product innovations using an experimental methodology.	Next

ABSTRACT: Establishing a retro-marketing rental company: VW Kamper' is a teaching case study primarily targeted for postgraduate and advanced undergraduate entrepreneurship, marketing and management students who are seeking to learn a range of small business start-up business planning and evaluation methods. The case draws theoretically on the brand revival characteristic framework of Brown, Kozinets and Sherry to consider the allure of renting a nostalgic Volkswagen (VW) campervan for a glamorous camping experience while relating some of the growing literature pertaining to the challenges faced by female entrepreneurs. The case provides financial and marketing contextual information to practically engage students with an intriguing and authentic motorhome rental service concept to help develop financial reasoning skills related to new ventures and risk. 56

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