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Research papers

The renaissance of Chateau Lagrange

This paper describes how Suntory restored the international reputation and brand value of the French wine estate Chateau Lagrange by completely restructuring the estate. It emphasises the importance of establishing good relationships with local...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?
Author: Seiichi Nagata
June 15, 1997

Research papers

Joining the 4th dimension

Consumer Insights are the most important factors associated with effective product development. Qualitative research methods are well suited to understand the consumer, most importantly needs, dreams, desires and the feelings and provides the...

Catalogue: Qualitative 2007
Authors: Catherine Genter, Andera Gadeib
Company: Dialego AG
November 12, 2007

Research papers

Contextual actions speak louder than words

Context is everything! The impact of context on human behaviour has been widely demonstrated in numerous experiments, both academic and marketing related. People don’t always do what they say because they generally don’t have a clue what...

Catalogue: Congress 2015: Revelations
Authors: Jasper Scheir, Sjoerd Koornstra
Company:
October 1, 2015

Research papers

Developing a global pricing strategy

In 1986 a new Company appeared on the World Stage, United Distillers, the spirits Company of Guinness PLC. The company was formed as a result of the highly publicised takeover of the Distillers Company Limited by Guinness and was primarily a...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Clive Sims, Adam Phillips, Trevor Richards
June 15, 1991

Research papers

Consequences of the fall of the Purity Law (Reinheitsgebot) for the German beer market

In the following investigation a yet topical subject is taken up, namely the possible consequences for the beer market arising from the verdict of the European Court of Justice to repeal the purity law. The German beer market is a fragmented market...

Catalogue: Seminar 1990: Countdown to 1992
Author: Klaus D. Richard
Company: Nielsen
June 15, 1990

Research papers

Operational databases and the European beverage market

This paper talks about what Canadean are, what we mean by operational databases and then draw on those databases to show you what is happening in the European Beverage Industry. Mostly, however, I want to talk about beer and in particular try to...

Catalogue: Seminar 1990: Countdown to 1992
Author: Ian Pressnell
June 15, 1990

Research papers

Building on product quality

The paper presents a case history of the introduction of a premium quality brand of whiskey in four markets, the UK, France, USA, and Japan. There are three stages to introducing a premium brand to a new market. 1) In the initial stage, consumers...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Authors: Miriam Comber, Sally Gordon
June 15, 1992

Research papers

Developing a local soft drink brand

Please allow us to interrupt the stable course this ESOMAR seminar has taken so far. We have not set ourselves the task of presenting you with the most advanced technologies in marketing research, neither do we intend to stun you with sophisticated...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Tomas Tereba, Tomas Krasny
June 15, 1996

Research papers

It's what inside that counts

This paper offers a case history on understanding local positioning of an international whisky brand in eight Eastern European countries and how this was adapted in line with global thinking and implemented locally. It covers the key issues and...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Jane Reid, Steve Crompton
Company: KANTAR TNS Malaysia
September 23, 2001