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Research papers

Synchronise/destablise

Using a case study approach, the paper reviews characteristics of the client-provider relationship that can foster synchronization or destabilization. Organizational support of market research as an objective research enterprise, as well as other...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Herman J. Milligan Jr., Ashref Hashim
September 14, 2003

Research papers

The ten commandments for a successful merger and acquisition in marketing research

This paper reviews key issues of the industry consolidation process which has reshaped the landscape, describe the failure rates observed and state the key dimensions that should be carefully considered in order to reduce these risks.

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Jorge García-González
September 14, 2003

Research papers

A seat at the table

Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing activities in order to secure and build value. The...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Rachel Katz, Jeffrey Ewald, Chris Keeling, Howard R. Moskowitz, Laurent Florès, Matthias Silcher
Company: Moskowitz Jacobs Inc.
September 14, 2003

Research papers

Development of a trust barometer

There is an increasing demand for companies to be held as accountable towards multiple stakeholders in society as they are towards customers and shareholders. Despite the high awareness of good corporate governance and the mounting reporting on the...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Retha Groenewald, Andrea Rademeyer
Company: Ask Afrika Pty Ltd
September 14, 2003

Research papers

Does it pay to invest in customer satisfaction?

This paper delivers empirical proof that actions to improve customer satisfaction also lead to an increase of yield. Customer satisfaction and loyalty are measured by means of a worldwide survey and the results are used to identify actions for...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Hannsfriedrich Braun, Ambros Scope
September 14, 2003

Research papers

Don't cut off the hand that feeds you

This paper shows how the use of consumer based equity measures within a discounted cash flow framework can create a means for both finance and marketing to understand the full benefit of past brand building activities. It also shows how impact of...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Andy Farr
Company: KANTAR TNS Malaysia
September 14, 2003

Research papers

Navigating in a rough sea

This paper shows the need for totally different thinking. There are three sectors of thinking: network thinking; future open thinking; and strategic thinking. Only the combination of these aspects of thinking can deal with the future in an efficient...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Franz Tessun
September 14, 2003

Research papers

Managing intangible assets to create tangible value in organizations

This paper is based on the premise that the intangible asset of a company, in form of its employees and customers, and the relationship the company forms with these constituencies, are what create value and generate profit. The authors build upon...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Berth Jonsson, Mikael Paltschik, Soumya Roy
September 14, 2003

Research papers

A new generation of brand controlling

Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing activities in order to secure and build value. The...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Oliver Hupp
Company: GfK
September 14, 2003