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Finding the cube route

Date of publication: June 15, 1983

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Authors: David N. Aldridge, Arthur J. Shore, Michael Willey

Abstract:

The paper outlines the case history of Knorr seasoning cubes in Nigeria, from initial identification of an opportunity through mix development to brand launch. It examines the contribution of research, in pinpointing and evaluating possibilities, alternatives and risks at each stage, and its final payoff in a substantial share of a major market.

David N. Aldridge

Author

This is a long description of some author details.

Arthur J. Shore

Author

This is a long description of some author details.

Michael Willey

Author

This is a long description of some author details.

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