Resources Library by ANA

Are we deliberately turning away from global diversity and true innovation?

Need based segmentations are based on psychological needs or motives present in every one of us.The more fundamental these needs are, the more they can be considered universal: the need for status is present in every culture, as is the need to belong...

Catalogue: Global Diversity 2006

Authors: Philip De Wulf, Emmanuel Verhagen

Company: Ipsos MRBI

May 8, 2006

Branding national assets amidst global diversity

Globalization trends and regional integration in Latin America have brought major pressure to define which national assets are unique and, therefore, how a country, its people and its economic profile can be characterized in order to ensure...

Catalogue: Global Diversity 2006

Authors: Fabián Echegaray, Leonardo Athias

Company: Market Analysis

May 8, 2006

It's no more them and us- It's only us!

While the media focuses on the negatives of immigration, consumers react in predictable ways, blaming immigrants for many of the ills of European society. Nonetheless immigration is essential to Europe's future economy and its fundamental...

Catalogue: Global Diversity 2006

Author: Nic Hall

May 8, 2006

Unravelling the diversity of the Indian market

India is, unequivocally, a diverse country. This paper takes a geographic zonal approach to unravel India's diversity because it serves as the most actionable way of studying the market, since most marketing action (i.e. media or distribution) can be...

Catalogue: Global Diversity 2006

Author: Sangeeta Gupta

Company: Nielsen

May 8, 2006

Building an Islamic brand

This paper explores the creation of a brand for Muslim audiences in the United Kingdom and globally. It illustrates some of the unique and unusual challenges that this task creates by using two case studies: Islamic Bank of Britain and Mecca Cola.The...

Catalogue: Global Diversity 2006

Authors: Alun Williams, Anjul Sharma

Company: Ipsos MRBI

May 8, 2006

Building in the BRICs

The BRICs markets- Brazil, Russia, India and China- are coming under increasing focus. As well as being seen as potential future cornerstones of the world economy, they are significant markets today in their own right. International brand owners...

Catalogue: Global Diversity 2006

Authors: Geoff Wicken, Roberto Lobl, Polly Carter

Company: IBOPE Inteligencia

May 8, 2006

Gay subculture

The gay subculture is a powerful economic force destined to become even more powerful in South Africa as its societal acceptance continues to increase.It presents a significant opportunity to marketers to enter a new segment in itself, quite apart...

Catalogue: Global Diversity 2006

Author: Cliff van Wyk

May 8, 2006

Getting deeper insights into multi-cultural markets

In this era of globalization, finding and then making the most of opportunities in multi-cultural markets has become a permanent challenge for the modern marketer.Culturally distinct, diverse consumers are here to stay, both in immigrant populations...

Catalogue: Global Diversity 2006

Author: Ron Riley

May 8, 2006

Global diversity?

Certain archetypes seem to be more prevalent and applicable to certain cultures yet do not resonate with others.The key question is whether something can be superimposed on archetypes that can help understand cultural differences, leading us then to...

Catalogue: Global Diversity 2006

Author: Dipen Mehta

May 8, 2006