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Research papers

Learning to win

Once again, we argue that the failures [of innovation] are really not random at all: They are predictable and avoidable: if managers get the categorization stage of theory right. Of the many dimensions of business building, the challenge of creating...

Catalogue: Congress 2008: Frontiers
Authors: Howard R. Moskowitz, Johannes Hartmann
Companies: Unilever, Moskowitz Jacobs Inc.
September 26, 2008
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Citation

Moskowitz and Hartmann (2008a, September 26). Learning to win. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/learning-to-win


Research papers

How to generate global insights to create global brands

The presentation addresses the journey to global insights, acknowledging that simply having a global insight is not enough for building global brands.Having an insight is necessary but not sufficient! The idea that insight is a verb rather than an...

Catalogue: Consumer Insights 2007
Authors: Howard R. Moskowitz, Johannes Hartmann
Companies: Unilever, Moskowitz Jacobs Inc.
May 7, 2007
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Citation

Moskowitz and Hartmann (2007a, May 07). How to generate global insights to create global brands . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/how-to-generate-global-insights-to-create-global-brands-


Research papers

From multi-country concept testing/optimization to corporate database and beyond

This paper provides a case history for multi-country conjoint measurement. The project began as an exercise to understand the features and communications of a food product across many countries, but turned into an organizing principle to understand...

Catalogue: ESOMAR Global Cross-Industry Forum 2003
Authors: Jeffrey Ewald, Howard R. Moskowitz, Johannes Hartmann
Companies: Unilever, Moskowitz Jacobs Inc.
January 1, 2000
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Citation

Ewald, Moskowitz and Hartmann (2000a, January 01). From multi-country concept testing/optimization to corporate database and beyond. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/from-multi-country-concept-testing-optimization-to-corporate-database-and-beyond