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Research papers

Building a truly customer-centric CRM model

Customer Relationship Management (CRM) is one of the few emerging businesses recording significant growth since 2000 despite the recent worldwide economic downturn. CRM covers a wide range of business functions including operation workflow, sales...

Catalogue: Asia Pacific 2002
Author: Andy Kung
December 1, 2002

Research papers

Building customer-centricity at Samsung Securities

This paper documents a case study of the CRM effort at Samsung Securities, focusing on a framework that highlights customer behavior and techniques to analyze and improve such behavior. Samsung Global Strategy Group worked with SSC to build the CRM...

Catalogue: Asia Pacific 2002
Authors: Kurt Jovais, Soo-young Jung, Emily Miller
December 1, 2002

Research papers

How do you call collages in Asia?

The author of this paper has applied the five movements of Tao to arrive at a 'different' knowledge of the world of collages, by constructing an interpretative grid and observing how collages could turn into a real process of reasoning, and not...

Catalogue: Asia Pacific 2002
Author: Luigi Toiati
Company: Focus S.r.L.
December 1, 2002

Research papers

Can continuous relationship marketing work in emerging markets?

This paper outlines the continuous relationship marketing (CRM) challenges - poor data quality, poor direct marketing skills, and organizational resistance - unique to emerging markets and recommends practical ways of overcoming them. It describes in...

Catalogue: Asia Pacific 2002
Authors: Mike Sherman, Sungmi Chung
Company: McKinsey & Company
December 1, 2002

Research papers

The new retail kids on the block - Changing the way we shop in Asia

The paper describes research that has been carried out into grocery retailing across Asia. Its focus is on the entry of new players into these markets and the impact that they are having. Headlines would suggest that global retailers are driving the...

Catalogue: Asia Pacific 2002
Author: Peter Gale
Company: Nielsen
December 1, 2002

Research papers

The glo index

This paper describes the work that has been carried out in support of a modelling approach aimed at measuring and predicting the potential of marketing an international brand successfully in new markets. The approach is based on analyses of specific...

Catalogue: Asia Pacific 2002
Author: Pradipta K. Mitra
December 1, 2002

Research papers

Balancing on the seesaw

This paper will establish the relevance and need for moving away from consumer segmentation to need-state segmentation, especially for FMCG categories. The paper will illustrate some of the drawbacks of conventional segmentation approaches and how...

Catalogue: Asia Pacific 2002
Author: Sunando Das
December 1, 2002

Research papers

How consumers identify good brands

This paper confronts the commonly held view that building long-term brand equity is basically a matter of brand 'imagery' and 'positioning' and that where global brands have succeeded in Asia, it is chiefly because they have well developed 'global'...

Catalogue: Asia Pacific 2002
Author: Alastair Gordon
Company: Nielsen
December 1, 2002

Research papers

Identifying 'early adopters' internationally, using three dimensions

This paper demonstrates how intelligent analyses of existing single source databases can help identify key groups of 'early adopters'; not just in terms of demographics, but in terms of lifestyle and attitudes and internationally. It also...

Catalogue: Asia Pacific 2002
Authors: Rosi Ware, Michelle Crellin
December 1, 2002