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Research papers

Acting global and thinking local

The management principle `think global, act local' is a valuable guideline to be implemented in international research projects. To transform it into action, the balancing act between global and local needs has to be challenged. This is the art and...

Catalogue: Asia Pacific 2009: Competing On A World Stage
Authors: Pei Jiu, Frank Landeck
Companies: GfK, CMI
April 7, 2009


Research World (March 2009)

This month, we focus on Asia Pacific. And it could not be more timely. While the majority of the world's economies sink into severe recession, the APAC region is still forecasting growth, albeit at a slower pace. And granted, some countries in the...

Catalogue: Research World 2009
Author: ESOMAR B.V.
March 1, 2009

Research papers

Can online panels be truly global?

In the era of online data collection, online panels and especially panel portals are becoming the way how marketing research is marketing itself among people across the globe. The need for good design, usability and localization is challenging...

Catalogue: Congress 2008: Frontiers
Author: Alexander V. Shashkin
Company: Online Market Intelligence (OMI)
September 26, 2008

Research papers

The 'glo-cal' branding toolkit

The purpose of this presentation is to show how Nestle; is facing the challenges of entering the Latam market successfully and how it is providing guidance for a global strategic brand development with a local solution in the arena of the Employer...

Catalogue: Latin America 2008
Authors: Mauricio Yuraszeck, Gabriela Ugalde Romagnoli
Companies: Nestlé, KANTAR TNS Malaysia
May 13, 2008

Research papers

Bridging market paradoxes

Living in a glo-cal culture isn't easy: major trends and local particularities converge, collide and finally merge in a sort of cultural mash, which has both to be dissected into its particularities and understood as a whole in the quest for consumer...

Catalogue: Latin America 2008
Author: Saul Feldman
May 13, 2008

Research papers

Maintaining the brand DNA

This paper reviews the general preferences of Chinese car consumers. Using an upper-medium car pre-launch as a case study, this paper examines upper-medium car segment consumers' local tastes, helping car manufacturers to make informed judgments...

Catalogue: Automotive 2006
Author: Mingzhu Qi
Company: KANTAR TNS Malaysia
February 27, 2006

Research papers

Branding passport

It has been widely reported that multinational companies are spending a significant proportion of their marketing budgets in growing economies.Unfortunately, they are not always winning the battle against their marketing-savvy local rivals.Using...

Catalogue: Brandmatters 2006
Author: Lorna Walters
February 8, 2006

Research papers

Reducing ad serving discrepancies

The purpose of this paper is to confirm, through a qualitative study, that ad serving counting tools at different points in the delivery chain are capable of measurement (and third party certification) to a common standard.

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Author: Andy Flint
June 20, 2005

Research papers

Latin American trends: Local societies, local consumption and global brands (Spanish)

The paper suggests the key is building a common internal vision within the company: understanding and processing the regional marketplaces through intense interaction between research and strategic planning at the company's top management levels.The...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Esteban Socorro, Fernando Moiguer
Companies: The Coca-Cola Company , Compañia de Negocios Moiguer
October 24, 2004