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Research papers

A dynamic model of disruptive innovation in the space of market recognition

This paper presents a model for understanding how markets can be created in the space of market recognition.In an earlier paper, the authors suggested the failure of incumbent firms in the face of a disruption can be ascribed to three broad causes: a...

Catalogue: Innovate 2006
Authors: Phillip A. Cartwright, Philippe Silberzahn
May 10, 2006

Research papers

The ten commandments for a successful merger and acquisition in marketing research

This paper reviews key issues of the industry consolidation process which has reshaped the landscape, describe the failure rates observed and state the key dimensions that should be carefully considered in order to reduce these risks.

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Jorge García-González
September 14, 2003

Magazines

Revue Française du Marketing 2001 (N. 182)

95 % d'échec, 5 lancements sur 100 réellementréussis. Tel est le verdict de la dernière étude publiéesur le taux de succès des produits nouveaux enGrande Consommation. Et pourtant, ce n'est pasfaute de moyens pour les 20 000...

Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
February 1, 2001

Research papers

Learning from failures in predicting new design acceptance

In the market under consideration research is not as old as in other markets. A number of companies have not yet given up the practice of judgmental forecasting the market performance of new designs. Therefore we investigated the failures of...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Wulf Schlund
September 1, 1998

Research papers

Market transformation after five years

The paper aims at providing an overview of the results of the transformation process after five years, with the emphasis on failures rather than on achievements. The bias is deliberate, aiming at better exposing problems and resulting policy...

Catalogue: CEE Conference 1995: Towards A Market Economy
Author: Dariusz K. Rosati
April 1, 1995

Research papers

New product research

This paper concerns itself with two major areas of New Product Research. Firstly some of the causes of high new product failure rate are discussed. These are attributed partly to political pressures within marketing teams and partly to the inadequacy...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Edward R. Tomlin
September 1, 1974

Research papers

Markets in Eastern Europe

This paper contains information about marketing to countries in Eastern Europe. Drawing on his international marketing research experience, the author indicates that many Western businessmen have tried to build trade relations with Eastbloc countries...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Berend H. Feddersen
August 1, 1967

Research papers

Markets in Eastern Europe (German)

This paper contains information about marketing to countries in Eastern Europe. Drawing on his international marketing research experience, the author indicates that many Western businessmen have tried to build trade relations with Eastbloc countries...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Berend H. Feddersen
August 1, 1967

Research papers

Management goals and marketing research

The following discussion points out that much research is unusable because it is conducted out of context with marketing problems. This in turn is linked to the historical development of the research function. Re-organization and integration of the...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Alexander L. Bie
Company: Ogilvy
August 1, 1967