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Mapping strategic options for the Dutch consumer association

Date of publication: September 1, 1999

Catalogue: ESOMAR Congress 1999: The Race For Innovation

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Authors: Frits Spangenberg, Lex Liebregts

Abstract:

An holistic research model was applied for both strategic and operational innovations, which segments consumers on the basis of norms and values, and maps out the driving forces of social change.

Frits Spangenberg

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Lex Liebregts

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Citation

Spangenberg and Liebregts (1999a, September 01). Mapping strategic options for the Dutch consumer association. ANA - ESOMAR. Retrieved April 18, 2025, from


https://ana.esomar.org/documents/mapping-cultural-values-for-global-marketing-and-advertising