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Research papers

Mapping strategic options for the Dutch consumer association

An holistic research model was applied for both strategic and operational innovations, which segments consumers on the basis of norms and values, and maps out the driving forces of social change.

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Authors: Frits Spangenberg, Lex Liebregts
Company: Motivaction International B.V.
September 1, 1999