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Research papers

Beyond the hype

This paper describes how marketing intelligence allows Sony Ericsson to make a more valid assessment of the capitalised value of new products and services enabled by 2.5 and 3rd generation technology. As standard (conjoint) methodologies do not...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002
Authors: Annica Towliat, Jürgen Warnecke
Company: SKIM
October 20, 2002
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Citation

Towliat and Warnecke (2002a, October 20). Beyond the hype. ANA - ESOMAR. Retrieved May 27, 2024, from


https://ana.esomar.org/documents/beyond-the-hype