Mind the gap

Date of publication: February 27, 2006

Catalogue: Automotive 2006

Abstract:

A decisive growth potential lies in emerging markets whose prospective buyers are less well known to many global car manufacturers at present. In emerging markets the basic socio-cultural environment for the formation of preferences with respect to cars often clearly differs from the conditions in other markets, thus the question as to the necessary localization of product offerings arises. Ethnographic research can gain crucial information about the regional diversity of client requirements. Two concrete case studies are provided.

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