Resources Library by ANA

A review of pros and cons of centralised research in manufacturing companies

Several different organizational forms for a multinational manufacturing company are examined, and the implications of these different structures for the nature of the marketing research function: in particular the degree of centralization or...

Catalogue: Seminar 1988: International Marketing Reserarch

Author: David Hawkins

June 15, 1988

The future development of international research...

The paper looks at the extent to which the development of international market research has paralleled the development of international and multi-national marketing. It considers the growth and development of global marketing and the emergence of...

Catalogue: Seminar 1988: International Marketing Reserarch

Author: John R. Goodyear

June 15, 1988

Centralised and decentralised marketing research: How to find the "optimal balance" in a multinational pharmaceutical company

Since 1986 the International Marketing Research Department at the Sandoz Headquarters (HQ) has become increasingly involved in multi-country studies, forming one of the cornerstones for the "international core” of New Product Development, Group...

Catalogue: Seminar 1988: International Marketing Reserarch

Author: Bernd E. Grobe

June 15, 1988

1992: Its effects on European and global marketing

The authors feel that the 1992 Single European Act is likely to bring about the most fundamental changes in European business ever seen. The paper examines awareness, attitudes and action being taken or intended to be taken by market research...

Catalogue: Seminar 1988: International Marketing Reserarch

Authors: Roger Sargood, Malcom R. Mather

June 15, 1988

Multi-national, global, international or what?

Looking into the future, it is tempting to believe that markets, increasingly, will become 'globalised' and it is even more tempting to believe that therefore there is hope for standardised products in international markets. These temptations, I...

Catalogue: Seminar 1988: International Marketing Reserarch

Author: Martin van Mesdag

June 15, 1988

Theoretical and practical difficulties encountered in setting up a European data bank in the field of telecommunications

The European Commission asked the European Consultancy Organisation (ETCO) in 1986 to evaluate future demand for broadband telecommunications in order to be able to provide the requisite types of carrier services and infrastructures. The two...

Catalogue: Seminar 1988: International Marketing Reserarch

Authors: Chantal Le Bras, Jerome Hervio

June 15, 1988

Which dog? Which tail?

In real life central and decentralised research departments exist side by side. Their relative strengths depend on staffing, budgets and the stage reached by the company in the central vs local autonomy cycle. Since both types of department exist,...

Catalogue: Seminar 1988: International Marketing Reserarch

Authors: Jane Kalim, John Rutherford

Company: Shell Global

June 15, 1988

Detecting opportunities and risks to global branding

In this paper, we propose that the profitability of global businesses depends on three continual spheres of corporate planning. These are: - Detecting what customer demand exists for new brands in local marketplaces; - Detecting which local...

Catalogue: Seminar 1988: International Marketing Reserarch

Authors: Jacques Blanchard, Chris Macrae

June 15, 1988

Coordinating methods in multinational qualitative research

Successful and effective multinational qualitative research strongly depends on coordinating methods and styles. Coordinating agencies today, must adopt a sensitive but strong, flexible but sturdy approach and work in cooperation with the local...

Catalogue: Seminar 1988: International Marketing Reserarch

Author: Clara Origlia

Company: Market Dynamics International srl

June 15, 1988