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Research papers

Is this tribe local or global?

The debate around globalisation continues. Key commentators warn us that the marketing strategy pendulum has swung too far towards one-size-fits-all versus local relevance. Our own experience as market research practitioners tells us that what sells...

Catalogue: Asia Pacific 2004
Authors: Gordon Pincott, Rimelle Freedman, LiLian Yap, David Chantrey
Company: KANTAR TNS Malaysia
March 28, 2004