Learning from Winners: How Research Drove a New Model for the Automotive Industry

This article draws on the book Learning from Winners, a collection of essays by Dr. Raymond Pettit, senior vice president of research and standards for the Advertising Research Foundation (ARF). Tapping into the archive of a more than decade of ARF Ogilvy Award winners, Dr. Pettit tells stories and...

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Bibliographic Details
Published in:Journal of advertising research 2008-12, Vol.48 (4), p.583-590
Main Author: Pettit, Raymond
Format: Article
Language:English
Subjects:
Automobile industry
Product introduction
Studies
Used automobiles
Online Access:Get full text
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Summary:This article draws on the book Learning from Winners, a collection of essays by Dr. Raymond Pettit, senior vice president of research and standards for the Advertising Research Foundation (ARF). Tapping into the archive of a more than decade of ARF Ogilvy Award winners, Dr. Pettit tells stories and shares lessons that demonstrate how imaginatively applied research can lead to new brand insights, redefine problems or markets, and to support intelligent risk taking. This paper focuses on how Lexus changed the nature of used-car sales with the introduction of a new variety of vehicle - the Certified Pre Owned car that offered the promise of a quality ownership experience that had never been part of the 'used-car' marketplace. [PUBLICATION ABSTRACT]
ISSN:0021-8499
1740-1909
DOI:10.2501/S0021849908080598