Resources Library by ANA

Leveraging Regional Trends

Numerous trend reports are published every year by trend watchers, creative agencies and marketing consultingfirms. Although most reports are quite insightful, they often present rather generic trends. For clients to have acompetitive advantage, it...

Catalogue: Future-Proofing and Foresight

Authors: Kjell Massen, Nikoletta Abrayni

Companies: InSites Consulting, Diageo

April 14, 2022

Beyond post-perestroika Russia and post-communism Eastern Europe

The constructs of individualism-collectivism are examined as a basis for understanding Social Change and emergent Consumer Segmentations in Central Eastern Europe. These cultural values at a macro level drive the emergence of consumer segmentations,...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Authors: Rupert K. Tower, Peter Cooper

September 1, 1999

Beyond post-perestroika Russia and post-communism Eastern Europe

The constructs of individualism-collectivism are examined as a basis for understanding Social Change and emergent Consumer Segmentations in Central Eastern Europe. These cultural values at a macro level drive the emergence of consumer segmentations,...

Catalogue: CEE Conference 1995: Towards A Market Economy

Authors: Rupert K. Tower, Peter Cooper

Company: QRi Consulting Ltd.

April 1, 1995

A practical guide to survey research in East Europe and The USSR

This paper presents a synthesis of the BBC World Service's experience over the past two or three years in conducting quantitative research in Eastern Europe. The focus is not on any one of the dozen or so surveys which we have done in the region, but...

Catalogue: Conference 1991: International Marketing Research

Author: David Ostry

Company: British Broadcasting Corporation (BBC)

June 15, 1991

The embryonic consumer

Overall, the paper explores the extent to which consumers in Eastern Europe are similar to or different from consumers in the West, and presents some original data on consumer values which indicate that not only are values in Eastern Europe somewhat...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Authors: Carla Millar, Christine Restall

June 15, 1991

Using research in evaluating joint venture activity

Significant coverage of the dramatic events in Eastern Europe and the Soviet Union has elevated the interest in doing business in these areas on the part of business people, government officials, and consumers alike. The importance of this activity...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Janos Vecsenyi, Robert D. Hisrich, Andrew C. Gross

September 1, 1990

INA's marketing restructuring strategy

Rapid changes in economical and political surrounding of Yugoslavia recquires appropriate basic strategic and tactical philosophy reformulation within all industry sectors. Transition from mostly self-oriented towards market oriented corporation,...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Igor Dekanic, Nenad Porges

September 1, 1990

Strategic vision of the new socialism development which joins the East with the West

Berlin wall demolition is such a historic act as the Fall of the Bastille was. Reforms in the East indicate the stalinist and dogmatic socialism breakdown, the birth of the market economy and radical change of the property relations. Bureaucratic...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Zivorad Zlatkovic, Mile Jovic

September 1, 1990

Searching for fast-food segments

Cultural differences must be taken into account if marketers of culture-bound products and services want to be successful. Food is a good example of such products, where differences and novelty can be an advantage on one, and a shortcoming on the...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Janez Damjan, Blaz Vodopivec, Milena Stular

September 1, 1990