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Research papers
It's what inside that counts
This paper offers a case history on understanding local positioning of an international whisky brand in eight Eastern European countries and how this was adapted in line with global thinking and implemented locally. It covers the key issues and...
Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Jane Reid, Steve Crompton
Company: KANTAR TNS Malaysia
September 23, 2001
Research papers
Myths and realities of the global young consumer
This paper examines the extent to which the old cliche think global, act local is relevant when marketing to young children. We argue that this hypothesis is most definitely valid for youth markets on a global basis. A global strategy is valid...
Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Authors: David Thomson, Graham Woodham
October 22, 1997
Research papers
Seeking common factors for standardization strategy in global marketing
As global business expands, practitioners in this field have desire to control or manipulate their global business strategy. In order to do this, they have to understand the global marketing environment at the same sophisticated level as their...
Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Author: Hiroshi Kosaka
June 15, 1995
Research papers
Key competitive differentiators
This paper predicates its contribution to marketing and progressive business management on the compelling need in the balance of the 1990's and beyond, to redefine the concept of Positioning in an intensely competitive global marketplace. As...
Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Author: Renée Love
June 15, 1995
Research papers
Should advertising strategies for international brands be global or multinational?
Phase II is an extension of this study, providing further insight to the issue of global v. multinational strategies, via new quantitative and qualitative data, plus case histories, gathered in countries that have been newly added to the...
Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Peter Klein
Company: MSW_ARS Research
June 15, 1992
Research papers
A Global marketing strategy responding to national cultures
A proposal for the conceptually desirable Global Marketing Strategy is presented. This effective global strategy which has a standardised pattern across nations should be adapted to national cultures in order to be most efficient. First, the basic...
Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Hiroshi Kosaka
June 15, 1992
Research papers
To find opportunities in the youth market
This paper will be presented by Yo! (Youth Opinion International). With contributions from CWA Ltd (UK); the Institut de l' Enfant (France) and Research Data Inc (USA). The paper will draw upon a long history of child and youth research in our...
Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?
Author: Mick Williamson
June 15, 1992
Research papers
