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Global marketing research to support global marketing

Date of publication: September 14, 2003

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Lisa Rayder, Charlotte E. Sibley

Abstract:

Many pharmaceutical companies, particularly those in the United States, 'went global' in the 1990s - yet most of them have failed to prosper from this endeavor. What went wrong? And what did the winners do right? This paper outlines the key forces at play in global marketing from the perspective of the pharmaceutical industry and describes what has worked well, what hasn't worked, and looks to the future to help maximize global opportunities and minimize mistakes.

Lisa Rayder

Author

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Charlotte E. Sibley

Author

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Rayder and Sibley (2003a, September 14). Global marketing research to support global marketing . ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/everything-s-global-nothing-s-really-global-