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Research papers

Understanding culture in international marketing

Culture is a word frequently used but insufficiently defined and delineated, especially in the marketing context. This paper offers some definitions of culture and its component dimensions, which are intended to be of use to marketing...

Catalogue: Conference 1991: International Marketing Research
Author: Mary Goodyear
June 15, 1991

Research papers

Socio-cultural indicators

The technical team of Line Staff, in collaboration with the Department of Culture of the Autonomous Government of Catalonia, has developed two tools designed to optimize the analysis of cultural behavior: - Socio-Cultural Index (SC!) - Activity Index...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Jordi Guixà, Miquel Pardina
September 1, 1992

Research papers

The Spanish revolution

Over the last 30 years Spanish society has, in all senses, taken a complete about-turn in all aspects of life. It has become a liberal, open and eclectic society, where it had been traditional, male chauvinist and repressive, and in this social...

Catalogue: Qualitative 2005
Author: Elena Brustenga Regard
Company: Synergic Investigacion y Marketing
November 13, 2005

Research papers

Women in the world's Muslim economies

Research can measure the effectiveness of women's empowerment initiatives in the Muslim world economies. It has a role to play in quantifying international program assumptions about Muslim women's desires, hopes and experiences.Many fundamental...

Catalogue: Congress 2007: Excellence
Author: Karl Feld
Company: D3 Systems, Inc.
September 19, 2007

Research papers

Manga makes a difference

Working in Japan we have found that understanding the hit series, the plot lines and the messages people take from manga helps us understand the motivations and the coming trends in popular behavior.This study describes in detail the use we have made...

Catalogue: Qualitative 2007
Authors: Mai Ohno, Dave McCaughan
Company: Interpublic Group of Companies
November 12, 2007

Research papers

Of heads and hearts and cultures apart!

Culture, as we all know (sometimes rather disastrously!), is a powerful mediator across a range of marketing activities. The aim of this paper is to present thoughts on enhancing communication effectiveness for the Indian market by sensitivity to key...

Catalogue: Asia Pacific 2008
Authors: Sangeeta Gupta, Ranjan Samanta
Company: PepsiCo
April 9, 2008