Abstract:
- ESOMAR Award winner -
In the ever changing business environment of emerging markets such as China, the advantages of being a first mover are immense. While the importance of market research in new product development is unquestioned, all too often it is resisted for being an extremely time consuming exercise which can delay the launch of new brands. This paper will illustrate - using a case study based on the framework of "The 7 Habits of Highly Effective People" - how market research played an instrumental role in the successful launch, by Pepsi, of a new brand targeted at children in China.
Case Studies
The little emperor
Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Amit Bose, Khushi Khanna
 
September 1, 1999
Research Papers
Understanding tomorrow's markets today
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Khushi Khanna, Rama Bijapurkar
Company: PepsiCo
September 1, 1997
Research Papers
Developing a local soft drink brand
Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Tomas Tereba, Tomas Krasny
 
June 15, 1996
