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Research papers

It may not be wrong, but is it right?

The globalization versus localization of advertising debate continues. However, because of the increasing trend for marketers to globalize their ads, the focus of recent papers has become how to best standardize ads, instead of whether to...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Ilan Lechter, Georgia Phillips
Company: Add+Impact International
October 24, 2004

Research papers

Latin American trends: Local societies, local consumption and global brands

The paper suggests the key is building a common internal vision within the company: understanding and processing the regional marketplaces through intense interaction between research and strategic planning at the company's top management levels.The...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Esteban Socorro, Fernando Moiguer
Companies: The Coca-Cola Company , Compañia de Negocios Moiguer
October 24, 2004

Research papers

A journey to the centre of the earth

More and more companies talk about the idea that putting people at the heart of their marketing is fundamental to the success of their business.Fewer admit how hard it is to get a grip on what really motivates consumers and on why people behave as...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004
Author: Nic Hall
April 18, 2004

Research papers

Development of a global social economic classification system

While regional classification systems have been developed for both Latin America and Europe, it is increasingly evident that a harmonized social economic classification system that spanned all countries - retaining accuracy and relevance - is...

Catalogue: ESOMAR Global Cross-Industry Forum 2003
Authors: Andrea Dinning, Rosi Ware
Company: KANTAR TNS Malaysia
December 3, 2003

Research papers

Archieving comparability from multicultural diversity

Cultural sensitivity - understanding the differences that occur across the peoples who inhabit the global village -results in better research designs and better interpretation of results, and helps a global marketer to better understand how to...

Catalogue: ESOMAR Global Cross-Industry Forum 2003
Author: Peter Klein
Company: MSW_ARS Research
December 3, 2003

Research papers

Managing global brands to meet consumer expectations

Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and how to do this. Are global brands merely those...

Catalogue: ESOMAR Global Cross-Industry Forum 2003
Authors: Greet Sterenberg, Earl Taylor, Malcolm Baker
December 3, 2003

Research papers

Challenges in conducting worldwide online research

Over the years much has been written about cultural sensitivity in marketing. As manufacturers began offering products and services to the worldwide community, marketers struggled with building a single global brand while localizing their messages...

Catalogue: ESOMAR Global Cross-Industry Forum 2003
Authors: Paul Strasser, Hans Lingeman
December 3, 2003

Research papers

Global marketing research to support global marketing

Many pharmaceutical companies, particularly those in the United States, 'went global' in the 1990s - yet most of them have failed to prosper from this endeavor. What went wrong? And what did the winners do right? This paper outlines the key forces at...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Lisa Rayder, Charlotte E. Sibley
September 14, 2003

Research papers

The dilemma of brand identity in Latin America

The hypothesis of this paper is that consumer's attitudes and behaviors toward global and local brands are integrated into the same dynamic process that gives origin to acceptance and rejection of globalization as an economic, technological, social...

Catalogue: Latin America 2003
Author: Nora D'Alessio
May 4, 2003