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Research papers

The glaring opportunity for value addition

Strategic market research is the glaring opportunity for value addition for market research - the customer is already in the board room in this era of customer-focused business strategy; the CEO is closely involved in the process of strategy...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Khushi Khanna, Rama Bijapurkar
Company: PepsiCo
September 1, 1998

Research papers

Understanding tomorrow's markets today

Emerging markets of Asia will be a major driver of corporate growth in the new millennium, and represent unique marketing strategy and market research challenges. There is a crisis of confidence in the ability of market research to support decision...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Khushi Khanna, Rama Bijapurkar
Company: PepsiCo
September 1, 1997

Research papers

To work or not to work

The unprecedented economic boom in China has resulted in a high demand for local managerial talent, as most multi-nationals have recognised that in order to sustain their business growth, they need to localise fairly rapidly. Consequently, the young,...

Catalogue: ESOMAR Congress 1995: Making The Decision
Author: Khushi Khanna
September 1, 1995