Resources Library by ANA

A Global marketing strategy responding to national cultures

A proposal for the conceptually desirable Global Marketing Strategy is presented. This effective global strategy which has a standardised pattern across nations should be adapted to national cultures in order to be most efficient. First, the basic...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Hiroshi Kosaka

June 15, 1992

Marketing product quality with country labels- The key to success or a risky adventure

This paper describes the results of a study about the "Made in ..." phenomenon, conducted in Japan, the United States, France, Germany, Italy and the UK. The first section summarizes the position of country labels in times of increasing international...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Rudolf Leibiger

Company: GfK

June 15, 1992

Modes of entry, business practices and marketing to East European countries

In the introductory paragraph, the new business climate in Eastern European countries is seen against the background of the different viewpoints that have characterised the evolution of the East/West relationships. The implications of the dramatic...

Catalogue: Conference 1991: International Marketing Research

Author: Gabriele Morello

June 15, 1991

What's new in Latin America?

It is very difficult for the headquarters of multinational corporations, for offshore firms without local branches, or for market research institutes without local associates, to evaluate the market research undertaken in the Latin American region,...

Catalogue: Latin America 1991: Exchanging Experiences

Author: Mónica La Madrid

May 5, 1991

The use of pre-existing data banks for analysing local/micromarkets and optimizing branches' network

The paper describes the development, the structure and the possible contributions of a Data Bank identifying and and characterising in a lot of details numerous Local/Micromarkets. More than 200 autonomous polarisation markets have been defined...

Catalogue: Seminar 1988: Research For Financial Services

Author: Jean Quatresooz

June 15, 1988

The globalisation of innovation

In recent years there has been much discussion about the globalisation of markets which has resulted from a number of developments in consumption patterns, in supply, in technical progress and the process of competition which greatly influences the...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Author: Justus Veeneklaas

Company: Philips International

June 15, 1988

Fosters in klosters?

The world's major brewers, facing static or declining home markets, are seeking markets for their brands outside their home territories. In most cases these overseas markets can only be exploited at the expense of existing local brands, since few...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Authors: Tim S. Bowles, Rita Gallinari

June 15, 1988

A cross-national view of consumer predispositions toward products from foreign countries

This paper discusses aspects of the "country-of-origin", or "made in", concept. This refers to the notation included on the labels of products that are sold in countries different than their country of manufacture. Although this is a legal...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Nicolas Papadopoulos, Louise A. Heslop, Françoise Graby, George Avlonitis

June 15, 1986

Sporting activities

This paper shows a brief analysis of the present-day situation in Austria with regard to skiing - a sporting activity which is of great importance in that country. The paper focuses on the local market situation, in this case the population of...

Catalogue: Seminar 1982: Classifying Consumers

Author: Werner Till

Company: GfK

June 15, 1982