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Research papers

Of heads and hearts and cultures apart!

Culture, as we all know (sometimes rather disastrously!), is a powerful mediator across a range of marketing activities. The aim of this paper is to present thoughts on enhancing communication effectiveness for the Indian market by sensitivity to key...

Catalogue: Asia Pacific 2008
Authors: Sangeeta Gupta, Ranjan Samanta
Company: PepsiCo
April 9, 2008

Research papers

Building online multi-cultural opinion communities

This paper addresses the differences between online panels and online opinion communities. Is an online opinion community the next level of an online research panel?

Catalogue: Panel Research 2006
Authors: Claudia Feler, Adriana Rocha
Company: eCGlobal Solutions
October 8, 2006

Research papers

Advances in category management research

In this paper the genesis of category management and the research techniques that have been applied against this area are considered. We generally find a disconnect between the application of findings from traditional research to category management...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Bill Bean, Stephen P. Needel
Company: PepsiCo
September 22, 2002

Research papers

The glaring opportunity for value addition

Strategic market research is the glaring opportunity for value addition for market research - the customer is already in the board room in this era of customer-focused business strategy; the CEO is closely involved in the process of strategy...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Khushi Khanna, Rama Bijapurkar
Company: PepsiCo
September 1, 1998

Research papers

Understanding tomorrow's markets today

Emerging markets of Asia will be a major driver of corporate growth in the new millennium, and represent unique marketing strategy and market research challenges. There is a crisis of confidence in the ability of market research to support decision...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Khushi Khanna, Rama Bijapurkar
Company: PepsiCo
September 1, 1997

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

Research papers

Measuring advertising effectiveness

Today, the number of techniques available to evaluate advertisements are numerous. However, underlying any technique is a series of assumptions which both users and practitioners of research make that have a bearing on the interpretation of the...

Catalogue: MENAP Forum 1996: Pressure On Profit
Authors: Yasser Omar, Shashikala Halve
Company: PepsiCo
March 1, 1996