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Research papers

Charting the cultural future of markets

This paper presents a framework for charting the cultural future of markets, from the standpoint of developing ‘culturally insured’ marketing strategy for a firm. It is drawn from our experience of having to forecast the cultural future of...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Rama Bijapurkar, Virginia Valentine, Monty Alexander
September 1, 1999

Research papers

The glaring opportunity for value addition

Strategic market research is the glaring opportunity for value addition for market research - the customer is already in the board room in this era of customer-focused business strategy; the CEO is closely involved in the process of strategy...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Khushi Khanna, Rama Bijapurkar
Company: PepsiCo
September 1, 1998

Research papers

Understanding tomorrow's markets today

Emerging markets of Asia will be a major driver of corporate growth in the new millennium, and represent unique marketing strategy and market research challenges. There is a crisis of confidence in the ability of market research to support decision...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Khushi Khanna, Rama Bijapurkar
Company: PepsiCo
September 1, 1997

Research papers

Does market research really contribute to decision making?

Market research definitely contributes a great deal to certain kinds of decisions but leaves a lot to be desired in certain other kinds of decisions. Unfortunately, the marketing decisions where it does not add too much value are often the more...

Catalogue: ESOMAR Congress 1995: Making The Decision
Author: Rama Bijapurkar
September 1, 1995

Research papers

Charting the cultural future of markets

This paper presents a framework for charting the cultural future of markets, from the standpoint of developing culturally insured marketing strategy for a firm. It is drawn from our experience of having to forecast the cultural future of the Indian...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Monty Alexander, Rama Bijapurkar, Virginia Valentine
September 1, 1994

Research papers

From building brands to building businesses

This paper examines the relevance of market research as a discipline to the area of business strategy; and makes the case that market research can contribute significantly, not just in the area of building brands but in the area of building...

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future
Authors: Arun Adhikari, Titoo Ahluwalia, Rama Bijapurkar
September 1, 1993

Research papers

Understanding consumer expectations

Through the process of obtaining consumer reactions to a wide variety of public service advertisement, an attempt has been made in this paper to understand the factors that govern consumer expectations of public service advertising. This paper...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Rama Bijapurkar, Titoo Ahluwalia
September 1, 1992

Research papers

The challenge of developing a marketing strategy, which works in many diverse markets

The situation that Europe '92 will present to marketers in Europe is very similar to the context in which Indian marketers have been operating for years - where different regions of the country are like separate countries in themselves, both in terms...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Rama Bijapurkar, Titoo Ahluwalia
June 15, 1991