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Research papers

Marketing across frontiers

From incorporation in 1971 until today Novaction has reported over 4000 studies based on marketing models. These projects have been conducted across the 5 continents in 55 countries. In Japan alone over 1200 projects have been reported. Over 250...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Authors: Jacques Blanchard, Oscar Schneersohn, H. Hayashi
June 15, 1998

Research papers

Research for decisions

Marketing Models are not a substitute for the art of the marketing man but they are addressed to the same problem, i.e. they offer the facility for putting some (not all) of the elements in the mix together and then predicting the likely outcome. The...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: J. D. W. Stewart, Jacques Blanchard
September 1, 1974

Research papers

Brand development and brand equity

Most food and drink companies competing in the European markets of the 1990's see a challenge to exploit efficiently existing brand equities as well as to maximise the chances of success for new brands. The Quaker Oats company is present in Europe in...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Authors: Sandra Pickering, Jacques Blanchard
June 15, 1992

Research papers

Detecting opportunities and risks to global branding

In this paper, we propose that the profitability of global businesses depends on three continual spheres of corporate planning. These are: - Detecting what customer demand exists for new brands in local marketplaces; - Detecting which local...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Jacques Blanchard, Chris Macrae
June 15, 1988

Research papers

Marketing across frontiers

15 years of experience in developing and implementing market modelling techniques for the management of innovation are examined in the light of marketing across frontiers. Particular focus is given to: validation, marketing lesson, consumer responses...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Authors: Jacques Blanchard, Oscar Schneersohn, H. Hayashi
June 15, 1986

Research papers

Sequential models for product development and launch

In this paper the authors propose as framework, or spine, a modular behavioural model structure that imbeds the various sequential development tests, sets the guidelines for data collection and processing and provides the logic for various evaluative...

Catalogue: Seminar 1975: Market Modelling
Authors: P. Malaise, Jacques Blanchard
Company: L'Oréal
June 1, 1975

Research papers

Assessor

With 10 years of use and 500 applications, ASSESSOR has enriched its capabilities as a model structure, has incorporated quite a few decision aids and is delivering experience data base services. The model is a simultaneous system which structures...

Catalogue: Seminar 1983: New Product Development
Authors: Jacques Blanchard, Carlos Harding
October 2, 1983