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Research papers

Excitement drives successful innovation in Asian markets!

The road to innovation is littered with failures. In reality, picking obvious winners isn't hard. Unfortunately, throwing away more genuinely innovative ideas is easy too! Research, in its drive to minimise risk, often fails to spot ideas which could...

Catalogue: Asia Pacific 2009: Competing On A World Stage
Authors: Luc Rens, Gilbert K.W. Lee, Jeremy Lau, Rosalynn Tang
April 7, 2009
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Citation

Rens, Lee, Lau and Tang (2009a, April 07). Excitement drives successful innovation in Asian markets!. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/excitement-drives-successful-innovation-in-asian-markets-


Research papers

Does your brand hit the consumers' hot buttons?

The paper introduces an actionable way of understanding how brands express their core values to address consumers' fundamental motivations.We believe there are a set of universal needs that brands can effectively use to really hit the 'hot buttons'...

Catalogue: Asia Pacific 2004
Authors: Nic Hall, Gilbert K.W. Lee
March 28, 2004
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Citation

Hall and Lee (2004a, March 28). Does your brand hit the consumers' hot buttons?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/does-your-brand-hit-the-consumers-hot-buttons-