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Research papers

Working on sociocultural dynamics and customers' segmentation from local to global

Instead of innovating for the sake of technology, PSA Peugot Citroen creates actively for local people so that they can feel great and live well indeed. Rather than an imperial or adaptive approach of innovation, this presentation will expolore how...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity
Authors: Laetitia Ricci, Catherine Becker, Alexandre Merza, Xiaoyuan Zheng
May 13, 2014
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Citation

Ricci, Becker, Merza and Zheng (2014a, May 13). Working on sociocultural dynamics and customers' segmentation from local to global. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/working-on-sociocultural-dynamics-and-customers-segmentation-from-local-to-global


Research papers

Trend seeking

This paper aims to demonstrate that international studies give a new meaning to studies predicting future trends including the detection of where new trends develop (in what circles etc.); understanding how trends spread in a given country and how...

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Authors: Ron Beasley, Catherine Becker
Company: ABM Research Inc.
September 1, 1999
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Citation

Beasley and Becker (1999a, September 01). Trend seeking . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/trend-seeking-


Research papers

Local brands, global brands

Recently there has been a great deal of discussion concerning the opposition between local brands associated with specific cultures and global brands destroyers of differences coming to dominate the world. This paper wishes to demonstrate that...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: Catherine Becker
Company: SORGEM IMR
June 15, 1998
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Citation

Becker, C. (1998a, June 15). Local brands, global brands. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/local-brands-global-brands


Research papers

Hair and cosmetic products in the Japanese market

The objective of this paper is to bring to the fore the type of research required to launch specific cosmetic and hair products in a culture which is difficult to define, such as the Japanese culture, in order to respond precisely to consumer...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Author: Catherine Becker
Company: SORGEM IMR
November 1, 1996
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Citation

Becker, C. (1996a, November 01). Hair and cosmetic products in the Japanese market. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/hair-and-cosmetic-products-in-the-japanese-market


Research papers

Meta consumption

This reference to Credit Mutuel's Assises has allowed us to grasp at what point the meta-consumer was central, at the heart of the banking debate, of values, of the organisation and of strategy. This notion is not an alibi for the communicator but...

Catalogue: ESOMAR/EFMA Seminar 1996: Consumer Trends In Banking And Insurance
Authors: M. Nussenbaum, A. Souvayre, Catherine Becker
Company: SORGEM IMR
May 1, 1996
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Citation

Nussenbaum, Souvayre and Becker (1996a, May 01). Meta consumption . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/meta-consumption-