Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • February 2002 (Revised February 2006)
  • Case
  • HBS Case Collection

Volvo Trucks (A): Penetrating the U.S. Market

By: Michael E. Porter and Orjan Solvell
  • Format:Print
  • | Pages:17
ShareBar

Abstract

Volvo Trucks has worked on a global strategy for several decades. Beginning in the mid-1970s, the company decided to enter the largest market for trucks: the United States. Over time, the company has struggled to get a significant share of the U.S. market and at the same time integrate operations around the world into a truly global strategy. However, the competitive structure (five-force model) differs significantly between Europe and the United States, and in spite of heavy investments, the global synergies seem far-fetched. This case illustrates clearly that entry and penetration of a market is a learning process for Volvo, where the initial strategic logic and underlying assumptions have to be changed several times.

Keywords

Market Entry and Exit; Competitive Strategy; Five Forces Framework; Truck Transportation; Global Strategy; Globalized Markets and Industries; Manufacturing Industry; Retail Industry; United States; Europe

Citation

Porter, Michael E., and Orjan Solvell. "Volvo Trucks (A): Penetrating the U.S. Market." Harvard Business School Case 702-418, February 2002. (Revised February 2006.)
  • Educators
  • Purchase

About The Author

Michael E. Porter

Strategy
→More Publications

Related Work

    • February 2002 (Revised March 2004)
    • Faculty Research

    Volvo Trucks (B): Acquisition of RVI

    By: Michael E. Porter and Orjan Solvell
    • February 2002 (Revised May 2006)
    • Faculty Research

    Volvo Trucks (C): Closing Volvo Global Trucks

    By: Michael E. Porter and Orjan Solvell
Related Work
  • Volvo Trucks (B): Acquisition of RVI By: Michael E. Porter and Orjan Solvell
  • Volvo Trucks (C): Closing Volvo Global Trucks By: Michael E. Porter and Orjan Solvell
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Digital Accessibility
Copyright © President & Fellows of Harvard College