Post-bankruptcy General Motors is launching a new “May the Best Car Win” marketing campaign with a money-back offer aimed at luring back customers. School of Management marketing Professor Shuba Srinivasan says the campaign should create buzz but likely will have a low rate of return.
“This offer could serve to reassure prospective car buyers already considering GM models, but is unlikely to resonate with people who aren’t willing to consider GM vehicles.”
Contact Shuba Srinivasan, 617-353-5978, ssrini@bu.edu
