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Research papers

Advances in category management research

In this paper the genesis of category management and the research techniques that have been applied against this area are considered. We generally find a disconnect between the application of findings from traditional research to category management...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Bill Bean, Stephen P. Needel
Company: PepsiCo
September 22, 2002
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Citation

Bean and Needel (2002a, September 22). Advances in category management research . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/advances-in-category-management-research-


Research papers

The glaring opportunity for value addition

Strategic market research is the glaring opportunity for value addition for market research - the customer is already in the board room in this era of customer-focused business strategy; the CEO is closely involved in the process of strategy...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Khushi Khanna, Rama Bijapurkar
Company: PepsiCo
September 1, 1998
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Citation

Khanna and Bijapurkar (1998a, September 01). The glaring opportunity for value addition . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-glaring-opportunity-for-value-addition-


Research papers

Understanding tomorrow's markets today

Emerging markets of Asia will be a major driver of corporate growth in the new millennium, and represent unique marketing strategy and market research challenges. There is a crisis of confidence in the ability of market research to support decision...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Khushi Khanna, Rama Bijapurkar
Company: PepsiCo
September 1, 1997
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Citation

Khanna and Bijapurkar (1997a, September 01). Understanding tomorrow's markets today. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/understanding-tomorrow-s-markets-today


Research papers

Measuring advertising effectiveness

Today, the number of techniques available to evaluate advertisements are numerous. However, underlying any technique is a series of assumptions which both users and practitioners of research make that have a bearing on the interpretation of the...

Catalogue: MENAP Forum 1996: Pressure On Profit
Authors: Yasser Omar, Shashikala Halve
Company: PepsiCo
March 1, 1996
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Citation

Omar and Halve (1996a, March 01). Measuring advertising effectiveness. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/measuring-advertising-effectiveness