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Case studies

The little emperor

In the ever changing business environment of emerging markets such as China, the advantages of being a first mover are immense. While the importance of market research in new product development is unquestioned, all too often it is resisted for being...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Amit Bose, Khushi Khanna
Company: PepsiCo
September 1, 1996
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Citation

Bose and Khanna (1996a, September 01). The little emperor . ANA - ESOMAR. Retrieved September 27, 2023, from


https://ana.esomar.org/documents/the-little-emperor--4835


Case studies

The little emperor

In this paper we will examine - using a recent case study - how an innovative programme can cut the brand development time significantly and yet deliver a highly successful new brand.

Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Amit Bose, Khushi Khanna
September 1, 1999
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Citation

Bose and Khanna (1999a, September 01). The little emperor . ANA - ESOMAR. Retrieved September 27, 2023, from


https://ana.esomar.org/documents/the-little-emperor-


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
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Citation

Khanna and Bijapurkar (1997a, September 01). Understanding tomorrow's markets today. ANA - ESOMAR. Retrieved September 27, 2023, from


https://ana.esomar.org/documents/understanding-tomorrow-s-markets-today


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
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Citation

Khanna, K. (1995a, September 01). To work or not to work. ANA - ESOMAR. Retrieved September 27, 2023, from


https://ana.esomar.org/documents/to-work-or-not-to-work


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
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Citation

Khanna and Bijapurkar (1998a, September 01). The glaring opportunity for value addition . ANA - ESOMAR. Retrieved September 27, 2023, from


https://ana.esomar.org/documents/the-glaring-opportunity-for-value-addition-