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Research papers

Managing transnational brands in times of change

This paper opens with some observations on the changing world of consumers with a more detailed discussion of developments in international media and the likely effects on consumers around the world. Following a review of some of the key trends...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Linda Caller, Sheila Byfield
September 1, 1999
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Citation

Caller and Byfield (1999a, September 01). Managing transnational brands in times of change . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/managing-transnational-brands-in-times-of-change-


Research papers

Fitting international brands for consumers

In our complex and changing world, models which can help guide our marketing processes and thinking are extremely valuable. We consider here the application of a recently developed model to the management of transnational brands and the development...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?
Authors: Sheila Byfield, Linda Caller
June 15, 1997
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Citation

Byfield and Caller (1997a, June 15). Fitting international brands for consumers. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/fitting-international-brands-for-consumers


Research papers

Implications of changing influences on consumers for transnational brand management and communications

This paper opens with some observations on the changing world of consumers with a more detailed discussion of developments in international media and the likely effects on consumers around the world. Following a review of some of the key trends...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Authors: Linda Caller, Sheila Byfield
Company: Ogilvy
June 15, 1995
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Citation

Caller and Byfield (1995a, June 15). Implications of changing influences on consumers for transnational brand management and communications. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/implications-of-changing-influences-on-consumers-for-transnational-brand-management-and-communications