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Research papers

Developing an international advertising strategy for Johnnie Walker red label

The paper describes the preliminary research carried out and the thinking that prompted it. It goes on to discuss, specifically, the evolution of an advertising 'matrix' for use on a global marketing basis and how one element of it, the famous...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Author: Monika Bhaduri
Company: Burke, Inc.
June 15, 1986

Research papers

Dutch savings bank on their way to a national identity

At present there are 35 wholly independent Spaarbanken in the Netherlands. "Spaarbanken" mean savings banks, but in this case the stress is laid upon the name "Spaarbanken" and therefore we will keep using this name in our paper.) In spite of several...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Author: Evert W. H. Lammers
June 15, 1986

Research papers

Finding the secret formula that can sell a brand worldwide

In this paper we argue that for many product fields, if a company wants to have truly international influence, it has to find a way of communicating in recognisably the same terms to all its consumers, and the question is not whether this should...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Margaret Holmes, Martin West
June 15, 1986

Research papers

Artificial intelligence and expert systems

The authors propose to identify reasons for the apparent lack of Marketing Research applications. Examples of areas where AI and ES could contribute to increase considerably the efficiency of Marketing Research will then be developed. Finally, the...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Juergen Schwoerer, Jean-Paul Frappa
June 15, 1986

Research papers

The implications of the strategic organisational dynamics of companies (market research users) for the patterns of action of market research agencies (suppliers)

The paper analyses the implications of the strategic organisational dynamics of companies that are research users, as a means of proposing new patterns of action for Market Research Agencies. The methodology used was case studies on the strategy and...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Author: Luis Eduardo Potsch
June 15, 1986

Research papers

The qualitative approaches and their anticipatory function (French)

How can future factors be detected by a qualitative approach? Two considerations flow from that question: 1. The emergence of new experiences and perceptions remains latent in large part for lack of concepts, of mental images, of words to define them...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Jean Deslandes, Sylvie Motte
June 15, 1986

Research papers

A cross-national view of consumer predispositions toward products from foreign countries

This paper discusses aspects of the "country-of-origin", or "made in", concept. This refers to the notation included on the labels of products that are sold in countries different than their country of manufacture. Although this is a legal...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Nicolas Papadopoulos, Louise A. Heslop, Françoise Graby, George Avlonitis
June 15, 1986

Research papers

The qualitative approaches and their anticipatory function

How can future factors be detected by a qualitative approach? Two considerations flow from that question: 1. The emergence of new experiences and perceptions remains latent in large part for lack of concepts, of mental images, of words to define them...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Jean Deslandes, Sylvie Motte
June 15, 1986

Research papers

The researcher at the service of decision-making in collective build-up of the enterprise's project (French)

After summarily introducing the concept of ENTERPRISE'S PROJECT, the paper shows how useful it is to carry out psycho-sociological research in the build-up of the ENTERPRISE'S PROJECT; it puts in evidence the role of the researcher, acting in the...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Author: Pierre J. Burgaud
June 15, 1986