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Research papers
The power of the dark side
The dark side of human motivation is explored in this presentation which postulates that the most powerful drivers are primeval human passions. Brands that understand and position themselves sharply on these are able to influence and connect strongly...
Catalogue: Qualitative 2013: Brilliant Transformations
Author: Shobha Prasad
Company: Drshti Strategic Research Service pvt. Ltd.
November 20, 2013
Research papers
From research management to knowledge management to learning planning
This is a joint presentation/discussion between Heineken and Market Logic Software, who provides Heinekenâs CMI Knowledge Management System.The asset value of a companyâs research is barely leveraged today because project results...
Catalogue: Congress 2013: Think Big
Authors: Philip De Wulf, Haiko van Lengen, Sjoerd Koornstra
September 26, 2013
Research papers
Minding the product transition gap
Every time a consumer makes a product transition, there is an opportunity to either lose or win that consumer. It is crucial to understand the drivers behind consumer product transitions, as these decisions can cumulatively represent millions of...
Catalogue: 3D Digital Dimensions 2013: (Online + Social Media + Mobile) Research
Authors: Steve August, Andrew Sauer
June 23, 2013
Videos
From research management to knowledge management to learning planning
This is a joint presentation/discussion between Heineken and Market Logic Software, who provides Heineken's CMI Knowledge Management System.The asset value of a company's research is barely leveraged today because project results areâif stored...
Catalogue: Congress 2013: Think Big
Authors: Sjoerd Koornstra, Haiko van Lengen, Philip De Wulf
June 15, 2013
Videos
Brand growth 2.0
This presentation will shed some light on what is really driving brand growth and inspiring manufactures and retailers towards profitable business.? We identify the drivers of brand growth globally, regionally and locally.? By combing a holistic and...
Catalogue: CEE Research Forum 2014: East Connection
Author: Raluca Raschip
Company: GfK
June 15, 2013
Videos
Radler, a refreshing beer mix
Heinekenâs research and marketing teamsâ positions couldnât have been more clear when having to defend a slowing beer market in Romania: explore and unveil business opportunities which could reverse a continuously slugged beer market.?...
Catalogue: CEE Research Forum 2014: East Connection
Authors: Panicos Christopoulos, Codruta Berbecaru
June 15, 2013
Videos
Fidorka re-launch in the Czech Republic
Fidorka is famous Czech heritage brand. When Kraft Foods bought LU biscuits company owning this brand, it had to deal with long term decreasing sales. Additionally, the brandâs latest positioning was cannibalizing KF making it less relevant...
Catalogue: Congress 2013: Think Big
Authors: Jiri Michal, Jaroslav Cir
June 15, 2013
Videos
