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Research papers

Thinking global and acting local

The challenge for European researchers in the 1990s is to meet the requirement for information which is truly global in scope, but which retains a clear focus on local markets and issues. The imminence of the Single Market is merely accentuating the...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Colin Buckingham
Company: Nielsen
June 15, 1990

Research papers

Comparison of survey responses among Asian, European and American consumers and their interpretations

Based on our experiences in conducting consumer surveys for the same product or product category from all over the world, we have accumulated a vast data base (over 8000 new products or line extensions) on survey responses using the same procedure...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Lynn Y.S. Lin
Company: Burke, Inc.
June 15, 1990

Research papers

Essence of international brand values

The general proposition is that successful international brand marketing depends upon a full understanding of the 'Essence' of the brand, and of the 'Essence' of local cultures. In some instances the Essence of the Culture is more important. In other...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Authors: Terry Hanby, Peter Cooper
Company: QRi Consulting Ltd.
June 15, 1990

Research papers

Marketing strategy and management in Japan

Today the Japanese market is rapidly becoming a site for international competition. In the field of household daily necessities too, several large foreign-affiliated companies have entered the Japanese market and are achieving considerable success....

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Kozaburo Sagawa
June 15, 1990

Research papers

Japanese lifestyle, life models and applications to creative concepts

This paper attempts to describe changes in the Japanese lifestyle focusing on the idea of life images pursued by consumers and suggests a life image to develop creative concepts. The Japanese lifestyle has been strongly affected by the social and...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Hiroe Suzuki
Company: Dentsu Macromill Insight
June 15, 1990

Research papers

Global strategies for Japanese products in major Asian and Western countries: International comparative survey

In this report, differences in how Japanese products are seen are studied based on an international comparative survey in light of the above problem, and 4 viewpoints are offered as an idea for the breakthrough of Japanese companies for...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Shungo Hiromura
June 15, 1990