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Research papers

How can local brands survive in a global world?

It is exactly twenty years since the publication of Professor Ted Levitt's Harvard Business Review paper on the globalisation of markets.Levitt's main thesis was that cultural differences were eroding so fast, especially in the developed world, that...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: John Fanning
September 14, 2003
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Citation

Fanning, J. (2003a, September 14). How can local brands survive in a global world?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/how-can-local-brands-survive-in-a-global-world-


Research papers

Countries as brands

It could be argued that the most significant development in recent years has been the growth of world trade. The benefits which have accrued to those countries who have participated actively in the phenomenal rise of world trade may also be seen to...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: John Fanning
September 1, 1990
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Citation

Fanning, J. (1990a, September 01). Countries as brands. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/countries-as-brands


Research papers

Using market research and journalistic techniques to produce circulation building editorial features

The circulation figures for the January to June period for 1975 in Ireland showed a circulation decline of 7% for the country's largest selling newspaper - the Sunday Press. During this period it was pointed out to the Sunday Press that earlier in...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: John Fanning
June 15, 1976
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Citation

Fanning, J. (1976a, June 15). Using market research and journalistic techniques to produce circulation building editorial features. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/using-market-research-and-journalistic-techniques-to-produce-circulation-building-editorial-features