Resources Library by ANA

Jambo Africa

The hypothesis of this paper is that current perceptions and practices on conducting market research in third world countries, and Africa specifically, are like putting a square peg into a deep, dark round hole.The result is usually one of two...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Authors: Jill Barnes, Solveig Shapiro

November 28, 2004

360° brand

This paper is a case study about the brand development of the mobile operator MobiMak from the emerging country of Macedonia.

Catalogue: ESOMAR Conference on Marketing 2004

Author: Elena Gligorovska

October 10, 2004

Understanding China: An automotive bamboo shoot

The paper focuses on China, a very important 'new market' for both automakers and marketing research agencies.Business in China, in many cases, means challenge because it is such a different story from others: big, diversified, fast growing and...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Author: Sheng Tian

Company: KANTAR TNS Malaysia

March 1, 2004

Roadmap to success in 'terra incognita'

Emerging markets present growth opportunities for carmakers that can no longer be found in the Triad regions. At the same time, however, these new markets are characterized by diversity and complexity.Unfortunately, substantial market information...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Author: Sebastian Knauer

Company: KANTAR TNS Malaysia

March 1, 2004

Latin America

Within Latin America there are significant cultural differences, and in particular, differences in the way a population behaves, which reflects on purchase and usage habits in terms of products and services. There are also markets with very different...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Author: Nelsom Marangoni

Company: IBOPE Inteligencia

September 22, 2002

Real borders

This paper captures the two faces of India as a traditional developing market – the face lured by increased exposure to Western products and lifestyles, which coexists in complete harmony with the slow to change face rooted in centuries of...

Catalogue: Ethnic Marketing 2000

Authors: Poonam V. Kumar, Sukanya Kripalu

July 1, 2000

The case of Russia

This paper is based on research conducted in Russia during its transition to a more liberal economic and political system. The data cited are taken from VCIOM nationwide surveys and polls conducted in 1989-1997. Russia shares most common features of...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Authors: Yuri Levada, Alexey Levinson

September 1, 1999

Charting the cultural future of markets

This paper presents a framework for charting the cultural future of markets, from the standpoint of developing ‘culturally insured’ marketing strategy for a firm. It is drawn from our experience of having to forecast the cultural future of...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Authors: Rama Bijapurkar, Virginia Valentine, Monty Alexander

September 1, 1999

Delivering market knowledge in the dark continent

This paper combines case history material with detail on current innovative techniques used in adapting traditional approaches to retail tracking to the prevailing circumstances in these emerging markets. The author concentrates first on technical...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Michael Wragg

September 1, 1998