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Research papers
'All humanity is one undivided and indivisible family' (Mohandas K. Gandhi)
Unilever is growing its brands in emerging markets, including Asia, Africa, South America and Eastern Europe. It is especially interested in the family market where change and transition can challenge cultural values. Unilever has commissioned a...
Catalogue: Congress 2011: Impact
Authors: Catriona Ferris, Barbie Clarke
Company: Unilever
September 18, 2011
Research papers
Evaluating social mission projects in emerging & bottom of the pyramid markets
This presentation details the behaviour measurement methodology developed for reliable evaluation of Unilever Oral Care Social Mission Project targeted at children. It details the application of the methodology in small towns of Indonesia, where...
Catalogue: Congress 2009: Leading The Way
Authors: Namita Mediratta, Astiti Suhirman, Raghavan Srinivasan
Companies: KANTAR TNS Malaysia, Unilever
September 22, 2009
Research papers
Is the world really flat?
This paper looks at the general status and role of women in the society in countries that are culturally very different from each other and then examines the notions of love and romance among them. It explores in details to see if the forces of...
Catalogue: Congress 2008: Frontiers
Authors: Manish Makhijani, Sakkina Pittalwala
Companies: Flamingo, Unilever
September 26, 2008
Research papers
Learning to win
Once again, we argue that the failures [of innovation] are really not random at all: They are predictable and avoidable: if managers get the categorization stage of theory right. Of the many dimensions of business building, the challenge of creating...
Catalogue: Congress 2008: Frontiers
Authors: Howard R. Moskowitz, Johannes Hartmann
Companies: Unilever, Moskowitz Jacobs Inc.
September 26, 2008
Research papers
The co-creation revolution
With the advent of Web 2.0, the belief that consumers now have in their own voice, in their own creativity and in their own ability to express themselves is becoming more apparent. They clearly no longer see themselves as just passive respondents...
Catalogue: Innovate 2008
Authors: Ana C.M. Medeiros, Andrew Needham
Companies: Unilever, Face
June 16, 2008
Research papers
How to generate global insights to create global brands
The presentation addresses the journey to global insights, acknowledging that simply having a global insight is not enough for building global brands.Having an insight is necessary but not sufficient! The idea that insight is a verb rather than an...
Catalogue: Consumer Insights 2007
Authors: Howard R. Moskowitz, Johannes Hartmann
Companies: Unilever, Moskowitz Jacobs Inc.
May 7, 2007
Research papers
Noodles & pastas of Asia's evolving markets
This paper looks at the longitudinal analysis of different categories in Asia to understand how the market is evolving and to compare the direction of evolution with the European market. The aim is to arrive at the implications for the marketers to...
Catalogue: Asia Pacific 2007
Authors: Manish Makhijani, Nehal Medh
Companies: Ipsos MRBI, Unilever
March 12, 2007
Research papers
How can premium brands survive during an economic recession?
The paper presents results of a fundamental work conducted across a wide range of Unilever products in Brazil to provide knowledge-based guidance for a multi-faceted CRM program.The paper shows the importance of a systematic research-based approach...
Catalogue: Latin America 2005
Authors: Alex Gofman, Karol Sapiro, Mara Pezzotti, Renata Stefaneli, Alan Grabowsky, Howard R. Moskowitz
Companies: Unilever, ABACO Research, Moskowitz Jacobs Inc.
October 23, 2005
Research papers
