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Research papers

Product quality

The case presented here is that of Glenfiddich, a single malt scotch whisky. The production of Glenfiddich dates back to 1887. The brand has been introduced to number of markets outside its home market - Scotland - in the last thirty years. Four of...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Authors: Miriam Comber, Sally Gordon
June 15, 1998
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Citation

Comber and Gordon (1998a, June 15). Product quality . ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/product-quality-


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
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Citation

Comber and Gordon (1992a, June 15). Building on product quality. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/building-on-product-quality