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Skiing uphill

Date of publication: March 20, 2011

Catalogue: Asia Pacific 2011: Increasing Value Through Simplicity

Author: Sanja Burns

Abstract:

If you want to know where to go, then skii uphill. That way you are not following everyone else. This paper was born out of the belief that flavours could be considered differently in product development. As such, it is tasked with exploring unconventional and peripheral paths for established practices; in this case flavour creation. Specifically, it looks at how consumer insight was used to change the context for flavour creation and led to fresh thinking about sensory possibilities for canned coffee in Japan.

Sanja Burns

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Routamo, R. E. (1983a, June 15). How the possibilities for new market-segments for a planned hotel in Lahti, Finland were investigated. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/how-the-possibilities-for-new-market-segments-for-a-planned-hotel-in-lahti-finland-were-investigated


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Citation

Burns, S. (2011a, March 20). Skiing uphill. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/how-the-possibilities-for-new-market-segments-for-a-planned-hotel-in-lahti-finland-were-investigated