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The modern upper middle classes in Western and Central Eastern Europe

Date of publication: March 30, 2003

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

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Authors: Agnieszka Krason, Michael Schipperges, Martin Mayr

Abstract:

Recently, BankAustria Creditanstalt has successfully developed a strategy to target the upper mainstream market in Austria by using the Sinus-Milieu® approach. The extension of that strategy to the markets in Central and Eastern Europe is currently underway. Centering upon this practical example, this paper describes our specific methodological concept when confronted with international research and the issue of cultural diversity, its application in the case of the BankAustria Creditanstalt, and its application to the post-communist transformation societies in Central and Eastern Europe.

Agnieszka Krason

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Michael Schipperges

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Martin Mayr

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