The Gripen fighter plane is sold to countries including Brazil and Thailand.
The Gripen fighter plane is sold to countries including Brazil and Thailand. Credit: Anders Wiklund/TT

New research criticises SAAB arms marketing

2:55 min

A new study says arms company Saab uses a version of "Swedishness" in its marketing to make people see its products as necessary and natural.

The study looks at how big corporations operate in international relations. It is by Dr Susan Jackson at Stockholm International Peace Research Institute, and funded by the Swedish Research Council.

Hear her analysis and what a Saab video sounds like.

Saab did not want to respond to the research outlined here.

Their company employs around 15,000 people, with annual sales of SEK 28 billion.

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