This paper examines the role of research in the process of adapting international publishing products to local markets. In this specific case the goal was to adapt a computer magazine that had been successfully launched in Germany to the Spanish market. This paper describes how research contributed to the process. We employed an exhaustive ad hoc research process that combined qualitative and quantitative techniques to reinforce the TRUE and differential essence of the offering and to uncover the attributes most appreciated by consumers. The positive results drawn by the first issues of the magazine support the work performed.
Catalogue: ESOMAR Conference on Digital Futures 2005
Author: Idalina Cappe de Baillon
March 1, 2005
Authors: Bill Allen, Maureen Johnson
June 15, 1993
- This could also be of interest