Resources Library by ANA

Marketing in East Germany

The East German population is characterised by five main patterns : 1. Unique situation in Europe : A German-latin cocktail 2. A modem social society in transition towards a consumer society 3. Heritage of socialism : social commitment 4. Socialist...

Catalogue: Conference 1991: International Marketing Research

Author: Christine Woesler de Panafieu

June 15, 1991

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

The value of country of origin for consumer durables

In this paper an international research project dealing with the country-of-origin effect is presented. Using individualized conjoint analysis with dollar-metric paired comparisons the market values of middle-class cars from different countries of...

Catalogue: Conference 1991: International Marketing Research

Authors: Franz Böcker, Gerhard Hausruckinger

June 15, 1991

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

The importance of Pan-European marketing information for international marketing strategy

We note in this case-study that the support of pan-European marketing information is decisive to understand the complexicity of the challenging European market which needs a lot of preparation for the total opening of the frontiers. It is...

Catalogue: Conference 1991: International Marketing Research

Authors: Robbert Betman, Dominique Leuba

June 15, 1991

Coordinating international research projects... Easy to say but...

Coordinating international research projects is not really easy. But it becomes much easier if and only if - the coordinating executives have the appropriate personality and culture - the sub-contractors react like partners, put their heads together...

Catalogue: Conference 1991: International Marketing Research

Author: Jean Quatresooz

June 15, 1991

Getting around complex data? Get it in a round!

The market researchers must be part-time communicators, to fully convey the message contained in each of the studies they have designed, supervised, or bought. Regardless of the quality and depth of the collected data, whatever had been the attention...

Catalogue: Conference 1991: International Marketing Research

Author: Yves Marbeau

June 15, 1991

A practical guide to survey research in East Europe and The USSR

This paper presents a synthesis of the BBC World Service's experience over the past two or three years in conducting quantitative research in Eastern Europe. The focus is not on any one of the dozen or so surveys which we have done in the region, but...

Catalogue: Conference 1991: International Marketing Research

Author: David Ostry

Company: British Broadcasting Corporation (BBC)

June 15, 1991

The use of research to develop a new concept in international management development services

The increasing internationalisation of business activities, both in Europe and elsewhere, has led to a growth in demand for management development services with an international focus. Ashridge Management College and the Center for Creative...

Catalogue: Conference 1991: International Marketing Research

Author: Carol Coutts

June 15, 1991