How can scores from a concept tested in Germany be reliably compared with those from the same concept tested in China? Measured and true concept scores can widely vary between countries due to e.g. cultural response behavior, response styles, time of measurement or consumer innovation profile. Based on a 14-country study covering Europe, the Americas and Asia-Pacific, the authors have developed a framework for assessing 'pure' concept performance independent of contextual or biasing factors, providing an alternative approach to the often criticized traditional benchmarking of concepts.
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