Resources Library by ANA

One language, different peoples

Research across multi-cultural markets has shown that finding a single communication platform for all countries sometimes proves difficult to achieve. Even if the same language is spoken, a communication's message and the perceptions created by said...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Author: Ayobamidele Gnädig

November 28, 2004

Developing a decision-making system to build a new corporate image

This paper presents the development of a second-generation strategic business concept for Farmacity, a company that led the implantation of a new full service retail business model in Argentina.The Project has been completely developed and is now...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Mariela Mociulsky, Esteban Foulkes, Federico Mahon, Guillermo Bustos, Carmen Suen Blanc, Carolina Porcari, Fernando Moiguer

Companies: The Leading Edge, Compañia de Negocios Moiguer

October 24, 2004

Developing a decision-making system to build a new corporate image (Spanish)

This paper presents the development of a second-generation strategic business concept for Farmacity, a company that led the implantation of a new full service retail business model in Argentina.The Project has been completely developed and is now...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Mariela Mociulsky, Esteban Foulkes, Federico Mahon, Guillermo Bustos, Carmen Suen Blanc, Carolina Porcari, Fernando Moiguer

Companies: The Leading Edge, Compañia de Negocios Moiguer

October 24, 2004

Revue Française du Marketing (Septembre 2003)

Les professionnels, qu'ils soient distributeurs ou producteurs, accordent depuisquelques années un intérêt croissant au marketing sensoriel. Preuve enest l'apparition de nombreuses enseignes dont la particularité est de proposer aux...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

September 1, 2003

Balancing on the seesaw

This paper will establish the relevance and need for moving away from consumer segmentation to need-state segmentation, especially for FMCG categories. The paper will illustrate some of the drawbacks of conventional segmentation approaches and how...

Catalogue: Asia Pacific 2002

Author: Sunando Das

December 1, 2002

Driving brand management through effective brand equity measurement

This paper describes aspects of successful brand management supported through Marketing Research. Branding issues from the global strategic perspective of a leading manufacturer of adhesive products for the professional market are addressed. Case...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Werner Hoffmann-Wiebe, Stefan Binner

Company: bms marketing research + strategy

September 22, 2002

Brand identity management in the context of global brands

A brand is a complex entity, and brand perception is the result of multiple interactions. The authors identify requirements for successfully managing and developing the assets of a global brand. Examples are used to point out significant evolutions...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Caroline Ollivier-Lamarque, Isabelle Herbert Collet, Marc Carpentier

Company: Danone

October 28, 2001

The evolution of the global consumer insight capability

This paper describes how the market research function at Ford Motor Company has successfully transformed itself to help meet the corporate objectives set forth by senior management. The company became committed to “Delivering on the promise...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Art Redmond, Jack McDonald, Ducan Lawrence

September 23, 2001

Redefining business in Asia Pacific

This publication contains the papers presented at the 3rd Asia Pacific Marketing Research Conference and Exhibition “Redefining Business in Asia Pacific”. While Asia has made great strides in recovering from the worst economic crisis in a...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific

Author: Daranee Charoen-Rajapark

November 1, 2000