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Research papers
Assessing shifts in shopper purchase behaviour
Nearly one decade into the 21st century, we have witnessed a seismic shift in how consumers gain access to and leverage information and each other. While the digital impact has been felt across many industries and sectors, one of the most profoundly...
Catalogue: Congress 2008: Frontiers
Author: Philip C. Bonanno
Company: The Leading Edge
September 26, 2008
Research papers
Research alchemy
This presentation examines the challenges involved in making excessive amounts of often disparate information relevant and practical to senior management.It illustrates a process for bringing together the worlds of qualitative, quantitative and...
Catalogue: Congress 2007: Excellence
Authors: Carl Nagle, Helen Williams, Kristin Hickey
Company: The Leading Edge
September 19, 2007
Research papers
Found in translation
This paper outlines the importance of evolving a global brand to be more in tune with the need for Asian markets demand for brand ownership.It is a fascinating case study on how Pizza Hut used the essence of the global Pizza Hut brand and matched it...
Catalogue: Asia Pacific 2007
Authors: Andrew Povolny, Dominic Lefebvre
Company: The Leading Edge
March 12, 2007
Research papers
The heart transplant
This presentation focuses on why the traditional consumer insights model fails to deliver to the greatest need of modern CEOs - namely, -'how do I get the consumer at the heart of my business to drive a competitive advantage?'Understanding the...
Catalogue: Congress 2005: Making A Difference
Authors: David Jenkinson, Derek Leddie, Kristin Hickey
Company: The Leading Edge
September 21, 2005
Research papers
Developing a decision-making system to build a new corporate image
This paper presents the development of a second-generation strategic business concept for Farmacity, a company that led the implantation of a new full service retail business model in Argentina.The Project has been completely developed and is now...
Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Mariela Mociulsky, Esteban Foulkes, Federico Mahon, Guillermo Bustos, Carmen Suen Blanc, Carolina Porcari, Fernando Moiguer
Companies: The Leading Edge, Compañia de Negocios Moiguer
October 24, 2004
Research papers
Developing a decision-making system to build a new corporate image (Spanish)
This paper presents the development of a second-generation strategic business concept for Farmacity, a company that led the implantation of a new full service retail business model in Argentina.The Project has been completely developed and is now...
Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Mariela Mociulsky, Esteban Foulkes, Federico Mahon, Guillermo Bustos, Carmen Suen Blanc, Carolina Porcari, Fernando Moiguer
Companies: The Leading Edge, Compañia de Negocios Moiguer
October 24, 2004
Research papers
Show me the money!
This paper examines the reasons why finding a robust and continuous measure of the value of marketing investment within a business remains an elusive topic. Terms such as return on marketing investment, brand value and intellectual assets are...
Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Kristin Hickey, Simon Le Couteur
Company: The Leading Edge
September 14, 2003
Research papers
