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Research papers

The globalisation of innovation

In recent years there has been much discussion about the globalisation of markets which has resulted from a number of developments in consumption patterns, in supply, in technical progress and the process of competition which greatly influences the...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Author: Justus Veeneklaas
Company: Philips International
June 15, 1988

Research papers

Multi-national, global, international or what?

Looking into the future, it is tempting to believe that markets, increasingly, will become 'globalised' and it is even more tempting to believe that therefore there is hope for standardised products in international markets. These temptations, I...

Catalogue: Seminar 1988: International Marketing Reserarch
Author: Martin van Mesdag
June 15, 1988

Research papers

Global state of mind

This paper offers a comparative view of where mankind stands today. In other words? it deals with the question: Who thinks nationally or globally with respect to what issues? The assessment of the global mind is done on the basis of regional reports...

Catalogue: ESOMAR Congress 1987
Authors: Daniel Frei, Seymour Martin Lipset, Frederick C. Turner
September 1, 1987

Research papers

The next decade

The world is quickly becoming smaller, local market conditions are shifting into the background, international marketing issues demand increased attention. Technology and the communications revolution can cause frontiers to disappear: competition is...

Catalogue: ESOMAR Congress 1987
Author: Justus Veeneklaas
Company: Philips International
September 1, 1987

Research papers

Finding the secret formula that can sell a brand worldwide

In this paper we argue that for many product fields, if a company wants to have truly international influence, it has to find a way of communicating in recognisably the same terms to all its consumers, and the question is not whether this should...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Margaret Holmes, Martin West
June 15, 1986

Research papers

Globalization- Segmentation- Standardization

Simultaneously with the increase of international economic operations - as well capital- as product- transactions - there is a growing interest in different aspects of international marketing. In many fields however, the evolution of the...

Catalogue: Seminar 1976: International Market Research
Author: Walter Pintens
April 1, 1976