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Research papers

Development of new products in global markets

In global markets marketing acts upon consumers with very different idiosyncrasies. Market research can play a major role in optimizing strategies insofar as it helps understand the various meanings consumption acquires in each cultural context. In...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Monica Kleiman, Arnaldo Bär
June 15, 1999

Research papers

Development of new products in global markets (Spanish)

In global markets marketing acts upon consumers with very different idiosyncrasies. Market research can play a major role in optimizing strategies insofar as it helps understand the various meanings consumption acquires in each cultural context. In...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Monica Kleiman, Arnaldo Bär
June 15, 1999

Research papers

A small rock holds back a great wave

This paper responds to the challenges of globalisation and the digital society by arguing that the problem for MR today is not that of too much change, but rather too little. In a world where data is seemingly infinite, we now need to provide data...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Judith Passingham
Company: KANTAR TNS Malaysia
September 15, 2010

Research papers

Speaking the language of research

As globalisation continues and borders become blurred, clients and researchers alike are increasingly conducting cross-cultural studies to understand the similarities and differences that exist between us. But as the global economy is slow to...

Catalogue: Congress 2013: Think Big
Author: Nikki Lavoie
Company: Sky Consulting
September 26, 2013

Research papers

Convergence or divergence of the Asian market

As a result of the Asian crisis in 1998 and the Global Financial Crisis (GFC) in 2008, there is increasing speculation that 'Globalisation' may have stalled. Regardless, do developed and developing nations actually benefit (or suffer) from...

Catalogue: Asia Pacific 2011: Increasing Value Through Simplicity
Authors: Roxan Toll, Rosalie Tung, Chris Baumann, Hamin Hamin
Company: GMI (Global Market Insite)
March 20, 2011

Research papers

Glocalization - A measure of global brands

Multicultural targeting is every global brand's dream. The market research firm Fresh Intelligence has developed a 'Glocalization Score' to measure values of global brands in six countries. An on-line survey with n=3000 respondents was held to...

Catalogue: Asia Pacific 2011: Increasing Value Through Simplicity
Authors: Corrine Sandler, Olga Churkina
Company: Fresh Intelligence
March 20, 2011