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Research papers
Laboratory price response measurement in testing new products
Finding the "right" price is one of the main problems of any marketing strategy. To solve this problem it is necessary to have information on the effects of price changes on demand, i.e. on the form of the price response function. To derive this...
Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?
Authors: Bernd Erichson, Karl-Ludwig Börtzler
June 15, 1992
Research papers
Using conjoint analysis to assess the relative values of 'host' and 'guest' brands in multi-brand products
The paradigmatic concept of a brand is a name standing for a "virtual individual". Within this traditional approach, a multi-brand product carrying more than one brand is an antinomy, standing against the idea that a loyal consumer can trust the...
Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Stefan Oglesby
Company: LINK Institut für Markt- und Sozialforschung
June 15, 1992
Research papers
Ariel high suds detergent in Egypt
Ariel High Suds Detergent in Egypt enjoys very high awareness, a continually growing user base and an excellent image. In fact, three years after launch, the brand has become the leader in its category. However, the brand did not have a smooth start....
Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Authors: Mahmoud Aboul-Fath, Loula Zaklama
Companies: Procter & Gamble, RadaResearch & Public Relations Company
June 15, 1992
Research papers
Glocalisation in Asia Pacific
This paper addresses the issues arising from an objective review of a dozen years observing and participating in brand building exercises in the Asia Pacific region. An examination of the way in which available budgets are deployed led to questioning...
Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Roger M. Brookin
Company: Unilever
June 15, 1992
Research papers
How global are global brands?
Based on a survey of 210 pan-European brand managers, this paper presents an empirical assessment of the state of the art in so-called "global branding. Among the main conclusions, it is shown that the "global brand is a myth: some facets of such...
Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Jean-Nöel Kapferer
June 15, 1992
Research papers
Application of corporate culture to global strategies
Shiseido Co., Ltd., the world's fourth-largest cosmetic manufacturer, was established in 1872 with a Confucian concept of aiming to discover and create new values with global resources." From its inception, self-reform efforts to always react quickly...
Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Yoshiharu Fukuhara
June 15, 1992
Research papers
