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Research papers

Business intelligence for top management

The author proposes the creation of a Business Intelligence function for top management - function to provide competitive, environmental, and internal information and analysis needed for decision making. Author states the "prime mission" of such a...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Henri Lipmanowicz
February 27, 1985
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Citation

Lipmanowicz, H. (1985a, February 27). Business intelligence for top management. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/business-intelligence-for-top-management


Research papers

Competitor analysis

This paper traces the theoretical development of a company's planning process from basic financial planning to strategic management. It highlights the fact that a competitor intelligence programme is a necessary condition to enable the company to...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Stewart Fairbairn
February 27, 1985
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Citation

Fairbairn, S. (1985a, February 27). Competitor analysis . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/competitor-analysis-


Research papers

Assessing the competition

Companies compete against each other in a complex struggle for customers, capital, and organisational resources. The ultimate objective is to achieve and maintain the coveted status of "industry leader". The basic goal is survival. In this continuous...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: William L. Sammon
February 27, 1985
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Citation

Sammon, W. L. (1985a, February 27). Assessing the competition. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/assessing-the-competition


Research papers

The successful management of new products in the 1980s

Understanding the management approaches that result in competitive advantage has been a permanent objective of Booz.Allen & Hamilton for over 25 years. This paper reports the results of our most recent research on the subject to date and highlights...

Catalogue: Seminar 1983: New Product Development
Author: Pierre A. Rodocanachi
November 21, 1983
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Citation

Rodocanachi, P. A. (1983a, November 21). The successful management of new products in the 1980s. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/the-successful-management-of-new-products-in-the-1980s


Research reports

Qualitative research on Macleans toothpaste commercial 'waking up'

A new creative strategy has been developed for theadvertising of Macleans toothpaste. The aim of the advertising is to convince the targetaudience thatMacleans makes teeth clean and strong and hence reallyhealthy. The objectives of the research...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
April 1, 1976
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Citation

, C. (1976a, April 01). Qualitative research on Macleans toothpaste commercial 'waking up' . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/qualitative-research-on-macleans-toothpaste-commercial-waking-up-


Research papers

A field oriented approach to competitor analysis in the pharmaceutical and other healthcare business

Competitor analysis plays an important role in the development of competitive strategy - an important element of strategic planning. To be effective, competitor analysis should be very focused. The surest way to loose management's attention is to...

Catalogue: Seminar 1971: Practice And Problems In International Pharmaceutical Marketing Research
Author: James Hickey
May 3, 1971
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Citation

Hickey, J. (1971a, May 03). A field oriented approach to competitor analysis in the pharmaceutical and other healthcare business. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/a-field-oriented-approach-to-competitor-analysis-in-the-pharmaceutical-and-other-healthcare-business


Research papers

The revolution in test marketing

The presentation focuses on the use of marketing experimental techniques by most of the Major United States grocery and drug product companies. It will be based on over 100 marketing experiments and simulations. fhree significant improvements in...

Catalogue: ESOMAR Congress 1968
Author: David Harding
June 15, 1968
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Citation

Harding, D. (1968a, June 15). The revolution in test marketing . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/the-revolution-in-test-marketing-