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Research papers
Creating competitive intellectual capital
As organizations evolve from multi-domestic to transnational they need to develop new ways of obtaining sharing and acting upon marketing information. The technological advances that led to the âmarketing information revolutionâ now...
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Hans-Willi Schroiff
September 1, 1998
Research papers
Ford's multicultural strategy
Ford of Canada has approached the problem of a heterogeneous Canadian market with a great deal of sensitivity. Historically, Ford has not been as successful matching its penetration of the Quebec market to levels obtained in the rest of Canada. This...
Catalogue: Ethnic Marketing 2000
Authors: R. Scott Evans, Pat Richards
July 1, 2000
Research papers
Measurement of brand effectiveness of online advertising
How people find a company or product brand on the Internet is a major question if one intends to use the Internet to build brand awareness, perception and loyalty. In order to find an answer to this question, a study was conducted among a large...
Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Author: Liesbeth Hop
June 1, 2001
Research papers
Building customer-centricity at Samsung Securities
This paper documents a case study of the CRM effort at Samsung Securities, focusing on a framework that highlights customer behavior and techniques to analyze and improve such behavior. Samsung Global Strategy Group worked with SSC to build the CRM...
Catalogue: Asia Pacific 2002
Authors: Kurt Jovais, Soo-young Jung, Emily Miller
December 1, 2002
Research papers
Building the corporate brand
This paper deals with the specific research methods and tools used to help UBS develop a global corporate brand with credible appeal to high net worth customers who think of he individual advisor as the 'brand'. The Wirthlin Values approach is used...
Catalogue: ESOMAR Conference on Financial Services 2005
Authors: Oliver Loch, Patricia Kidd
Company: Harris Interactive (Europe)
February 1, 2005
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
Branding in business-to-business markets
Since the early nineties brand management has become a very topical issue (Leuthesser 1988 Aaker 1991 Kapferer 1993 Dimitriadis 1994). However researchers' attention has been mostly focused on mass consumer brands. Industrial branding is one of the...
Catalogue: Seminar 1994: Building Successful Brands
Authors: Serge Dimitriadis, Jean Bidault
June 15, 1994
Research papers
