Resources Library by ANA

Strategic publishing

The days towards the end of a century seem to inspire an inflation of forecasts and predictions, and even more so when it comes to the end of a millennium. It is a good opportunity to look into the future, especially for publishing, which faces more...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Author: Rolf Speetzen

October 10, 1999

The leading edge

This paper describes the development of a model where, from a sample of the Leading Edge population segment, it can be determined which trends will have commercial value in the near future (maximum one to two years) when the Mainstream segment begins...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Nils Röhme, Niels Erik Folmann

September 1, 1999

Semiotics for strategic forecasting

The present article examines how semiology can help companies to probe and anticipate their industrial development. The Strategimage® project conducted by EDF (Electricite de France) has generated a new method that examines corporate strategies by...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Corinne Maier, Catherine Bitoun

September 1, 1999

Charting the cultural future of markets

This paper presents a framework for charting the cultural future of markets, from the standpoint of developing ‘culturally insured’ marketing strategy for a firm. It is drawn from our experience of having to forecast the cultural future of...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Authors: Rama Bijapurkar, Virginia Valentine, Monty Alexander

September 1, 1999

Market and competitive intelligence

Market and competitive intelligence are derived from various management disciplines which are now converging to form a powerful new tool delivering considerable strategic competitive advantage. Market and competitive intelligence are therefore an...

Catalogue: Seminar 1999: Market and Competitive Intelligence

Author: Fredrik Nauckhoff

March 1, 1999

Getting to the future faster

The philosophy behind the Delphi Technique for forecasting is to gather a group of experts all of whom have different perspectives on the issue being studied. Through a series of iterative surveys and discussions the learning of the group is...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Alecia S. Helton

September 1, 1998

Marketing to men in the millennium

This paper deals with the issues and questions of foreseeing the future and forecasting men's behaviour and attitudes. Specifically it presents the way we can use the input of the latest global RIO (Research International Observer) project to...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Panos Assiotis, David Jones

September 1, 1998

Learning from failures in predicting new design acceptance

In the market under consideration research is not as old as in other markets. A number of companies have not yet given up the practice of judgmental forecasting the market performance of new designs. Therefore we investigated the failures of...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Wulf Schlund

September 1, 1998

The future- predictable or otherwise

The thesis of this paper is that senior executives in most companies (if the major pharmaceutical companies are a fair indicator of corporate management) have little incentive to anticipate the long term let alone act upon it. Any paralysis toward...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Stephen Godwin

Company: KANTAR TNS Malaysia

September 1, 1998