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How to generate global insights to create global brands

Date of publication: May 7, 2007

Catalogue: Consumer Insights 2007

Companies: Unilever, Moskowitz Jacobs Inc.

Authors: Howard R. Moskowitz, Johannes Hartmann

Abstract:

The presentation addresses the journey to global insights, acknowledging that simply having a global insight is not enough for building global brands. Having an insight is necessary but not sufficient! The idea that insight is a verb rather than an object forms the central theme of the presentation. 'Insighting' is a process that has to be led carefully following a handful of very fundamental principles. The major processes and their implications will be discussed in depth.

Howard R. Moskowitz

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Johannes Hartmann

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Moskowitz and Hartmann (2007a, May 07). How to generate global insights to create global brands . ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/how-global-are-global-brands-