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Research papers

Generation Golf

This paper shows how a programme of qualitative research helped to define a target group for Europe's most popular car the Golf. Where traditional demographic profiling was not able to produce sufficient evidence to allow formulation of a target...

Catalogue: International Automotive Marketing Conference 1998
Authors: Sven H. Becker, Rolf Dielenschneider
June 15, 1998
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Citation

Becker and Dielenschneider (1998a, June 15). Generation Golf. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/generation-golf


Research papers

Pioneering in Central European markets

This study discusses the advantages and dangers of pioneering FMCG brands in new geographical markets, a subject so far neglected in the existing literature. Pioneering advantages have mostly been researched with product innovations in industrialised...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Authors: Sven H. Becker, Michael J. Baker
June 15, 1995
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Citation

Becker and Baker (1995a, June 15). Pioneering in Central European markets. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/pioneering-in-central-european-markets