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Research papers

Organization learning in the transformation of Eastern Europe

The author, in this paper, will draw on his experiences in Poland acquired since January 1994 highlighting the difficulties his company has faced since acquiring a business at the beginning of 1994. The business, a dairy in Slupsk, North West Poland,...

Catalogue: CEE Conference 1995: Towards A Market Economy
Authors: Michael J. Thomas, Lionel C. Hall
Company: Nestlé
April 1, 1995

Research papers

Adapting to the changing environment

This paper describes the development of the model to deal with changes in one of the organisations so far studied in Slovenia. It has been an achievement of the type of model used that this process could all be accommodated. However, it emerged that...

Catalogue: CEE Conference 1995: Towards A Market Economy
Authors: Carla Millar, Stane Saksida, Tit Turnsek
April 1, 1995

Research papers

Let's take a new look at brand image measurement

The measurement and monitoring of brand image is a major requirement of marketing management and a major preoccupation among market researchers. It has been for almost fifty years. The ways in which brand image is measured have not changed much in...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Peter Sampson
Companies: Burke, Inc.,
September 1, 1994

Research papers

Dynamic segmentation

The paper looks at traditional ways of segmenting consumers and suggests that, with increasingly complex markets and with changing patterns of consumer behaviour, they are inadequate. A new approach to segmentation 'modal' or 'dynamic' segmentation...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Brian Hooper, Hans-Erik Anderssen, Peter Sampson
Company: Burke, Inc.
June 15, 1994

Research papers

The dynamics of change in client/agency relationship

The objectives of this paper are to define the changes which have occurred in the client/agency relationship and the dynamics of these changes. After tracing the path of Industrial Research to Business-to-Business Research, the paper describes: the...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Authors: Jean Bigant, Christine J. Freeman
Company: GfK
June 15, 1994

Research papers

Customer service

Financial institutions have been forced to adapt from sales driven organisations to a customer focused operating culture in order to survive - although the process of adaptation is far from complete, and has not been painless. The problem is that...

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery
Authors: Peter W. Southgate, Lorna McCulloch
June 15, 1994

Research papers

Determining the price of a product in the pharmaceutical market

Price sensitivity (or elasticity) is an aspect which has always had to be faced as an integral part of pre-launch and post-launch research in the consumer fields. Now it has to be faced seriously in the pharmaceutical field. But can we just take the...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Authors: Nigel J. Burrows, Graziella Dupasquier
June 1, 1994

Research papers

Traditional medical journal ad testing considerations for the Japanese market

This paper is divided into two parts. The first part discusses some of the cultural complexities involved with marketing in Japan, with particular emphasis on the case of the Japanese marketing of Rulid, an oral antibiotic co-promoted in Japan by...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Authors: Jean-Michel Volat, Dale Goodwin
June 1, 1994

Research papers

MARIS

The nineteen nineties can be characterized as the decade of Change. This applies equally to all industry branches, but in particular to the pharmaceutical industry. Changes that are relevant for corporate industries can be localized in four different...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Author: Holger Paulsen
June 1, 1994