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Research papers

Searching for common ground in the New Europe

The New Europe represents a unique challenge to companies and the research industry alike. Its structures and market dynamics are not yet firmly established. There are no valid "maps" or orientation systems which would be needed for reliable...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Udo Reuter
Company: IMW-KOELN GmbH & Co. KG
June 15, 1991
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Citation

Reuter, U. (1991a, June 15). Searching for common ground in the New Europe. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/searching-for-common-ground-in-the-new-europe


Research papers

Constant questions or constant meanings? Assessing intercultural motivations in alcoholic drinks

This paper is in three parts. The first part examines the problem of establishing a common basis of comparison between consumer attitudes and behaviour in different cultures. It discusses the various forces which contribute to cultural differences in...

Catalogue: Conference 1991: International Marketing Research
Author: Jim Williams
June 15, 1991
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Citation

Williams, J. (1991a, June 15). Constant questions or constant meanings? Assessing intercultural motivations in alcoholic drinks. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/constant-questions-or-constant-meanings-assessing-intercultural-motivations-in-alcoholic-drinks


Research papers

What are a brand's values to the consumer and do they cross frontiers?

The paper presents a new hypothesis about how people perceive and relate to branded goods and services. It also describes some recent research that demonstrates how this hypothesis translates into reality. The findings are particularly relevant to...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Christine Restall
September 1, 1990
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Citation

Restall, C. (1990a, September 01). What are a brand's values to the consumer and do they cross frontiers?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/what-are-a-brand-s-values-to-the-consumer-and-do-they-cross-frontiers-


Research papers

Global advertising

Two opposing philosophies have divided the multinational advertising and marketing community. 1) There are certain universal consumer needs and values; therefore, it is possible to develop, a standardized advertising campaign in one market and export...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Peter Klein
June 15, 1990
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Citation

Klein, P. (1990a, June 15). Global advertising. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/global-advertising


Research papers

Brands across boundaries

The paper argues for a new research approach to provide more relevant and actionable information about consumer-brand relationships for those concerned with marketing brands on an international scale in the 1990's, It describes a contemporary vision...

Catalogue: Seminar 1990: Countdown to 1992
Authors: Carol Coutts, Richard Auton
June 15, 1990
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Citation

Coutts and Auton (1990a, June 15). Brands across boundaries. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/brands-across-boundaries


Case studies

Case of Suntory Limited

It is a great honor to be allowed to address this distinguished group- an organization that has long symbolized the integrated European market that is rapidly taking form. I would like to talk today about my company, Suntory Limited's global...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Takeo Kobayashi
June 15, 1990
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Citation

Kobayashi, T. (1990a, June 15). Case of Suntory Limited. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/case-of-suntory-limited


Research papers

MIRBIS

MIRBIS has almost thirty people (25 from USSR and 5 from Italy) working on different business lines: 1) Training top and middle Soviet public administration and company management. 2) Economic research aimed at finding new development strategies for...

Catalogue: Seminar 1990: Countdown to 1992
Author: Fabio Gobbo
June 15, 1990
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Citation

Gobbo, F. (1990a, June 15). MIRBIS. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/mirbis


Research papers

Global marketing by Nissan Motor Co., Ltd.

In a day where economic activities have become global in nature and information has become synchronized world wide, product development and marketing of automobiles likewise will need to be handled on the basis of a global concept. It is necessary to...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Takashi Hisatomi
Company: Nissan Motor Co.
June 15, 1990
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Citation

Hisatomi, T. (1990a, June 15). Global marketing by Nissan Motor Co., Ltd.. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/global-marketing-by-nissan-motor-co-ltd-


Research papers

Opportunities for translating new product concept screening techniques from the US To Japan, Europe and the world

This paper analyzes the similarities across countries in the way consumers respond to new product ideas, then describes a technique that can successfully screen new product ideas around the world.

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Jeffrey L. Pope
June 15, 1990
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Citation

Pope, J. L. (1990a, June 15). Opportunities for translating new product concept screening techniques from the US To Japan, Europe and the world. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/opportunities-for-translating-new-product-concept-screening-techniques-from-the-us-to-japan-europe-and-the-world