Resources Library by ANA

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In the annals of the history of business, the L980’s will undoubtedly be recorded as the decade of globalization. But like so many other aspects of that hyper-decade, the rhetoric of globalization often out-ran the reality. For the marketer...

Catalogue: Papers 1992: How To Endure In The Durables Industry?

Authors: Jean-Pierre Depasse, Raimund Gfrerer

Company: Nielsen

June 15, 1992

Organising information for effective international industrial marketing management

The increasing pace of change in international business environment has led to growing competitive pressure, changing critical success factors, threats and risks. As these changes affect the marketing programme, marketing process and overall...

Catalogue: Conference 1991: International Marketing Research

Author: Milan Jurse

June 15, 1991

La recherche media et publicitaire

I would like, in preamble, to make three remarks. Please consider my presence among you as a symbol of willingness to support and cooperate, a symbol also of the need for collaboration with specialists familiar with the problems of Advertisers. I am...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Paul de Win

June 15, 1991

Tracking your competition on a global basis

With the rapidly changing economic and political events, corporate executives will have to run their businesses on a global basis. Clearly, the unification of Europe in 1992 the changing economies of Eastern Europe, the collapse of communism and the...

Catalogue: Conference 1991: International Marketing Research

Author: Ruth Stanat

June 15, 1991

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This is a brief case history about the role of multi-country qualitative research in helping to develop a global campaign for a ski manufacturer. The company is Salomon, a well-established French manufacturer of ski boots, bindings and other ski...

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

Authors: Christine Orliac, Mary Goodyear

September 1, 1990

Global strategies for Japanese products in major Asian and Western countries: International comparative survey

In this report, differences in how Japanese products are seen are studied based on an international comparative survey in light of the above problem, and 4 viewpoints are offered as an idea for the breakthrough of Japanese companies for...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Author: Shungo Hiromura

June 15, 1990

Global communication (French)

Our hypothesis is that "corporate" communication is sub-divided in three entities which enact different rationalities: the discourse of the enterprise, of a legal and economic nature ; the institutional discourse, of a political and ethical nature ;...

Catalogue: ESOMAR Congress 1989

Author: Yves Krief

Company: SORGEM IMR

September 1, 1989

Global communication

Our hypothesis is that "corporate" communication is sub-divided in three entities which enact different rationalities: the discourse of the enterprise, of a legal and economic nature ; the institutional discourse, of a political and ethical nature ;...

Catalogue: ESOMAR Congress 1989

Author: Yves Krief

Company: SORGEM IMR

September 1, 1989

The challenge of globalization to marketing research

Economic integration is a worldwide phenomenon but is a sequel to profound technological changes. The present international integration repeats what happened when local markets began to take regional/national dimensions. We are now on the way to...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Author: Jacques E. Andriessens

June 26, 1988