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Research papers

Ford's multicultural strategy

Ford of Canada has approached the problem of a heterogeneous Canadian market with a great deal of sensitivity. Historically, Ford has not been as successful matching its penetration of the Quebec market to levels obtained in the rest of Canada. This...

Catalogue: Ethnic Marketing 2000
Authors: R. Scott Evans, Pat Richards
July 1, 2000

Research papers

New developments in the European market

Economic integration is a worldwide phenomenon produced by the development of transport and communication technology. Economic interdependency of countries and continents has never been greater than today. Economic integration in Europe has been...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Jacques E. Andriessens
June 15, 1990

Research papers

A Global marketing strategy responding to national cultures

A proposal for the conceptually desirable Global Marketing Strategy is presented. This effective global strategy which has a standardised pattern across nations should be adapted to national cultures in order to be most efficient. First, the basic...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Hiroshi Kosaka
June 15, 1992


Research World (December 2004)

More discussion and debate about intercultural issues is needed. Instead of talking about globalisation, generally from the supplier’s viewpoint, it is more meaningful to focus on the challenge of managing diversity, and on the impact and...

Catalogue: Research World 2004
Author: ESOMAR B.V.
December 1, 2004


Research World (July/August 2009)

The debate on global vs. local marketing (and research) is one of these debates which have been going forever. The basic question is “can you apply the same advertising/packaging/ positioning (fill in the blank) on a global basis or are there...

Catalogue: Research World 2009
Author: ESOMAR B.V.
August 1, 2009

Research papers

Brands Deserve Better

This paper introduces the nativity-based view (NBV), a new approach that drives targetingeffectiveness and media ROI with US Hispanics. It draws from a linear acculturation model anddeconstructs it. At its core, the NBV challenges the Hispanic...

Catalogue: Dynamic. Diverse. Digital
Author: Jake Beniflah
Company: The Center for Multicultural Science
June 20, 2022

Research papers

Multi-cultural marketing

Multi-cultural Marketing has existed in Asia since colonization. While a number of multi- national companies have been very successful in this region, their success was not, necessarily, due to their understanding of the markets in which they...

Catalogue: Seminar 1993: Marketing And International Research
Author: Martin C. van Herk
June 15, 1993

Research papers

Multi-cultural strategic qualitative research

One year and a half before SAMSARA’s launch, the French perfume house GUERLAIN asked us to study the project and give information upon which to base strategic choices. We custom-tailored a two-step qualitative investigation, the first about the...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Authors: Fulvio Steiner, Olwen H. Wolfe
June 15, 1990

Research papers

For a supply-side marketing in television

The method of study and assessment of television programs and programming set forth here neither seeks nor cares to replace existing approaches insofar as it meets neither the same needs nor the same demands. It seeks rather to complete and enrich...

Catalogue: Seminar 1991: The Expansion of Broadcast Media
Authors: Philippe Baudelot, Margot Levine
June 15, 1991