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Research papers

Exploring the consumer's life and mind

This paper discusses Coca-Cola's journey into the consumer's mind and life - an initiative undertaken by Coca-Cola India to increase penetration and consumption of their brands by developing the market, instead of focusing solely on competing with an...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Poonam V. Kumar, Malini Pani
September 22, 2002
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Citation

Kumar and Pani (2002a, September 22). Exploring the consumer's life and mind . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/exploring-the-consumer-s-life-and-mind-


Research papers

A borderless brand

This paper explores and discusses issues relating to translating values of an international Western brand to India, a market with a completelydifferent cultural, social, historical and economic contexts.

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Poonam V. Kumar, Malini Pani, Richa Puranesh
October 28, 2001
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Citation

Kumar, Pani and Puranesh (2001a, October 28). A borderless brand . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/a-borderless-brand-