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Research papers

Changing equity of brand labels: The Asia Pacific perspective

This paper outlines the current status of private label in Asia and predicts the future of both brand and private label in Asia. The presence of private label in Asia is linked to the development of the trade structure by country as well as the...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Seonaid Anderson, Helen Passingham-Hughes
Company: KANTAR TNS Malaysia
September 14, 2003

Research papers

How can local brands survive in a global world?

It is exactly twenty years since the publication of Professor Ted Levitt's Harvard Business Review paper on the globalisation of markets.Levitt's main thesis was that cultural differences were eroding so fast, especially in the developed world, that...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: John Fanning
September 14, 2003

Research papers

How corporate reputation measurement can be a part of every CEO's KPIs

This paper focuses on an integrated and holistic approach to reputation measurement within the National Australia Bank (NAB) - one of Australia's largest commercial banks. This approach has incorporated a number of key studies to deliver...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: John Marinopoulos, Wesley Hill
September 14, 2003

Research papers

Managing global brands to meet consumer expectations

Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and how to do this. Are global brands merely those...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Earl Taylor, Malcolm Baker, Greet Sterenberg
September 14, 2003

Research papers

Creating a new corporate culture for sustainable growth and high performance

Corporate reputation has become an important component of today's business literature. Numerous academic studies and interest in coverage increase regularly. Parallel to this increasing emphasis, a significant opportunity is open to several actors....

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Emre Erdogan, Selim Oktar, Tahsin Saltik
September 14, 2003

Research papers

Driving share-of-wallet through customer satisfaction and brand preference

This paper examines the interaction between customer satisfaction and firm/brand preference and their moderating impact on share-of-wallet spending for a large financial institution and the fleet trucking industry.Share-of-wallet information is the...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Heather Evans, Terry G. Vavra, Tiffany Perkins-Munn, Timothy L. Keiningham, John A. Theodore
September 14, 2003

Research papers

Factoring 'intuition' into the analysis of market research evidence

In the past market research has been painted as being ‘detached’ from the decision-making process, while the ‘intuitive’ contributions from management have been billed as more engaged with what business problem solving...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: David Smith
Company: DVL Smith Ltd
September 14, 2003

Research papers

Building the matrix

This paper provides a case study wherein the authors collaborated to apply the data gathered in a large segmentation research project to the strategic planning process at Lotus Software Division of IBM Corporation. Researchers were able to blend...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Bernadette DeLamar, Carol K. Galvin, Luis H. Rodriguez
Company: IBM Corporation
September 14, 2003

Research papers

Catching consumers by surprise

Category management is mainly applied within food categories. Very few examples can be found of categories that are managed across food and non-food products. Although the role of the shopping environment may be much more important in the buying...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Cees de Bont, Ingrid Moons, Gino De Vooght
September 14, 2003