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Research papers

The Eurobuyer

Most of the published reports about the effects of 1992 relate to consumer goods and services, to the neglect of the very large business-to-business sector. Success in the Single European Market will depend on a good understanding of a. the...

Catalogue: Seminar 1992: Business To Business Marketing
Author: Alan Wolfe
June 15, 1992

Research papers

Adapting research to the new world of marketing

After reviewing and defining what global marketing is (or should be), the talk develops three themes: I. Global marketing will accelerate dramatically: Very powerful economic forces compel leaders of the business community to think globally and act...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: George S. Fabian
June 15, 1992

Research papers

How to take strategic options in the car industry for the year 2000

Since the beginning of the 20th century, the car has reflected and highlighted the values and symbols of its time, and is now considered as a central element in the day to day life of the modern society. 1. A car manufacturer currently needs four...

Catalogue: Papers 1992: How To Endure In The Durables Industry?
Author: Bruno Colin
Company: RISC S.A.
June 15, 1992

Research papers

Project of an international marketing information system

In the beginning 80's Henkel developed the idea of real international Marketing (Brands, Concepts), and Sales Managers started to define international concepts for Account Management. To support this strategy, Henkel launched in 1987 the project of...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?
Author: Eric Bensimon
June 15, 1992

Research papers

Glocalisation in Asia Pacific

This paper addresses the issues arising from an objective review of a dozen years observing and participating in brand building exercises in the Asia Pacific region. An examination of the way in which available budgets are deployed led to questioning...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Roger M. Brookin
Company: Unilever
June 15, 1992

Research papers

Application of corporate culture to global strategies

Shiseido Co., Ltd., the world's fourth-largest cosmetic manufacturer, was established in 1872 with a Confucian concept of aiming to discover and create new values with global resources." From its inception, self-reform efforts to always react quickly...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Yoshiharu Fukuhara
June 15, 1992

Research papers

Marketing services in the new Europe

The whole European movement is supply- driven. It is driven by the suppliers of goods and services and it is driven by the suppliers of political and economic policies. Behind it all, of course, is the underlying assumption that all this will end up...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Martin Sorrell
June 15, 1991

Research papers

Organising information for effective international industrial marketing management

The increasing pace of change in international business environment has led to growing competitive pressure, changing critical success factors, threats and risks. As these changes affect the marketing programme, marketing process and overall...

Catalogue: Conference 1991: International Marketing Research
Author: Milan Jurse
June 15, 1991

Research papers

Designing and implementing international joint marketing ventures

What are the specific events and decisions that actually occur in the identification, design, and implementation of joint ventures involving Western enterprises and East European enterprises? To answer this question a case study research program is...

Catalogue: Conference 1991: International Marketing Research
Authors: Arch G. Woodside, Jozsef Kandiko, Wilfried Vyslozil
June 15, 1991