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.
Authors: Amit Bose, Khushi Khanna
September 1, 1999
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