The ongoing global recession makes it exceedingly difficult for brands to remain distinct and popular, especially in a market as competitive as the Eastern European beer market. This paper demonstrates the merits of using the natural human powers of observation and prediction in a 'We Research' approach to concept screening and Predictive Markets. At the critical concept screening stage of their innovation process, SABMiller Europe was able to efficiently test a large number of concepts across multiple markets using a common methodology.
Catalogue: Latin America 2014: Accelerating Growth
Author: Sarah Boumphrey
Company: Euromonitor International
April 4, 2014
Authors: Marina Simakova, Ioannis Kavounis
March 26, 2012
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