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Research papers

Developing brand strategies across borders

Two of the many themes that have dominated ESOMAR's thinking in recent years provide the text of this paper. The first is the necessity of absorbing the lessons of marketing and developing research products and brands to add value to the analysis and...

Catalogue: Conference 1991: International Marketing Research
Author: Judie Lannon
June 15, 1991
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Citation

Lannon, J. (1991a, June 15). Developing brand strategies across borders. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/developing-brand-strategies-across-borders


Research papers

Understanding culture in international marketing

Culture is a word frequently used but insufficiently defined and delineated, especially in the marketing context. This paper offers some definitions of culture and its component dimensions, which are intended to be of use to marketing...

Catalogue: Conference 1991: International Marketing Research
Author: Mary Goodyear
June 15, 1991
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Citation

Goodyear, M. (1991a, June 15). Understanding culture in international marketing. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/understanding-culture-in-international-marketing


Research papers

Psychological VS geographical space in multi-country marketing strategies

The recent events in Eastern Europe draw a renewed attention to the impact of the environmental and cultural factors in marketing and management. Our marketing and organisational thinking are still dominated by the "country approach" while important...

Catalogue: Conference 1991: International Marketing Research
Author: Jacques E. Andriessens
June 15, 1991
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Citation

Andriessens, J. E. (1991a, June 15). Psychological VS geographical space in multi-country marketing strategies. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/psychological-vs-geographical-space-in-multi-country-marketing-strategies


Research papers

Successes of Western products in the Japanese market

The prevailing belief is that Japan’s markets are protected from the entry of foreign competition by a host of complex barriers. These range from conventional trade barriers such as tariffs and quotas on the import of certain items and complex...

Catalogue: Conference 1991: International Marketing Research
Author: Susan P. Douglas
June 15, 1991
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Citation

Douglas, S. P. (1991a, June 15). Successes of Western products in the Japanese market. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/successes-of-western-products-in-the-japanese-market


Research papers

Modes of entry, business practices and marketing to East European countries

In the introductory paragraph, the new business climate in Eastern European countries is seen against the background of the different viewpoints that have characterised the evolution of the East/West relationships. The implications of the dramatic...

Catalogue: Conference 1991: International Marketing Research
Author: Gabriele Morello
June 15, 1991
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Citation

Morello, G. (1991a, June 15). Modes of entry, business practices and marketing to East European countries. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/modes-of-entry-business-practices-and-marketing-to-east-european-countries


Research papers

Tracking your competition on a global basis

With the rapidly changing economic and political events, corporate executives will have to run their businesses on a global basis. Clearly, the unification of Europe in 1992 the changing economies of Eastern Europe, the collapse of communism and the...

Catalogue: Conference 1991: International Marketing Research
Author: Ruth Stanat
June 15, 1991
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Citation

Stanat, R. (1991a, June 15). Tracking your competition on a global basis. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/tracking-your-competition-on-a-global-basis


Research papers

Constant questions or constant meanings? Assessing intercultural motivations in alcoholic drinks

This paper is in three parts. The first part examines the problem of establishing a common basis of comparison between consumer attitudes and behaviour in different cultures. It discusses the various forces which contribute to cultural differences in...

Catalogue: Conference 1991: International Marketing Research
Author: Jim Williams
June 15, 1991
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Citation

Williams, J. (1991a, June 15). Constant questions or constant meanings? Assessing intercultural motivations in alcoholic drinks. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/constant-questions-or-constant-meanings-assessing-intercultural-motivations-in-alcoholic-drinks