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Research papers

The influence of information and a new mental model of adaptation

In focusing on the need for a new mental model, we cite two issues of central concern to transnational business firms. These two issues are 1) recognizing the influence of national culture on the normal life of customers and the ways culture affects...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Jeanne Binstock van Rij
September 1, 1994

Research papers

Trends and developments of the research industry

The market research industry in Asia Pacific has recently undergone three major shocks: the globalisation of the Asian industry, the economic crisis, and the beginning of the internet era. This paper explores where the market research industry in...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific
Author: John Smurthwaite
Company: KANTAR TNS Malaysia
November 1, 2000

Magazines

Research World (April 2005)

MR too has become increasingly international. The process of adapting the organisation, the concentration and the growth of international research has been client-driven. But just how well does the industry handle diversity in 2005? For several years...

Catalogue: Research World 2005
Author: ESOMAR B.V.
April 1, 2005

Research papers

Finding the secret formula that can sell a brand worldwide

In this paper we argue that for many product fields, if a company wants to have truly international influence, it has to find a way of communicating in recognisably the same terms to all its consumers, and the question is not whether this should...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Margaret Holmes, Martin West
June 15, 1986

Research papers

Global communication (French)

Our hypothesis is that "corporate" communication is sub-divided in three entities which enact different rationalities: the discourse of the enterprise, of a legal and economic nature ; the institutional discourse, of a political and ethical nature ;...

Catalogue: ESOMAR Congress 1989
Author: Yves Krief
Company: SORGEM IMR
September 1, 1989

Research papers

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

Research papers

Towards a truly internal market for advertising communication

A great deal has been written about the challenge of trying to "globalise" advertising in terms of its impact on consumers in different cultures and different parts of the world. More recently, the ability to reach consumers in fifty countries at...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Jean Bergevin, Margaret Holmes
June 15, 1994

Research papers

Local jewels and global heroes

This presentation explores globalisation from a marketing and particularly brand management perspective.The Fusion Model distinguishes three different types of brands according to their heritage and link to local or regional cultures and history:...

Catalogue: Congress 2007: Excellence
Authors: Yijun Ma, David Lee, Ute Rademacher
Company: Ipsos MRBI
September 19, 2007

Magazines

Research World (April 2010)

This issue explores the future of outsourcing and the implications of the new globalisation on the consumers of Asia.

Catalogue: Research World 2010
Author: ESOMAR B.V.
April 15, 2010