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Case studies

The little emperor

In this paper we will examine - using a recent case study - how an innovative programme can cut the brand development time significantly and yet deliver a highly successful new brand.

Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Amit Bose, Khushi Khanna
September 1, 1999
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Citation

Bose and Khanna (1999a, September 01). The little emperor . ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/the-little-emperor-


Case studies

The little emperor

In the ever changing business environment of emerging markets such as China, the advantages of being a first mover are immense. While the importance of market research in new product development is unquestioned, all too often it is resisted for being...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Amit Bose, Khushi Khanna
Company: PepsiCo
September 1, 1996
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Citation

Bose and Khanna (1996a, September 01). The little emperor . ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/the-little-emperor--4835