Resources Library by ANA

Quality standards

The age old complaint of suppliers is that "clients won't pay for quality"; of clients, that "suppliers never define what they mean by quality, so you might just as well buy on price". What can both clients and suppliers do to remedy this...

Catalogue: Seminar 1993: Marketing And International Research

Author: Jane Kallm

June 15, 1993

Quality standards in international research

The achievement of acceptable and consistent quality standards in international research is a vital topic which deserves wider debate. At present it is difficult for international research buyers and co-ordinators to know what standards and practices...

Catalogue: Seminar 1993: Marketing And International Research

Author: Carol Coutts

June 15, 1993

Marketing research

Since the Treaty of Rome, there has been a considerable number of marketing studies concerning Europe: six countries were sometimes concerned, during the sixties. Nowadays respondents quite often represent twelve nationalities. The development of...

Catalogue: Seminar 1993: Marketing And International Research

Authors: Clement Forges, Denis Bogaerts

June 15, 1993

What changes will be needed within the research agency?- Radical change, evolution or heads down?

Significant changes have occurred within multinationals during the past few years and most of them are now in the process of implementing new international marketing programmes. The paper is divided into two parts. The first part reviews the major...

Catalogue: Seminar 1993: Marketing And International Research

Author: Katherine Passerieu

Company: Harris Interactive (Europe)

June 15, 1993

Multi-cultural marketing

Multi-cultural Marketing has existed in Asia since colonization. While a number of multi- national companies have been very successful in this region, their success was not, necessarily, due to their understanding of the markets in which they...

Catalogue: Seminar 1993: Marketing And International Research

Author: Martin C. van Herk

June 15, 1993

How research is used to bridge the gap between consumers and product developers in order to optimise products

The increasing opportunities for development of cross-border business and the growing requirement for the major international client companies to rationalise their brands across the world has put renewed demands on international market research...

Catalogue: Seminar 1993: Marketing And International Research

Author: Vivien S. Wilton-Middlemass

June 15, 1993

From crunching numbers to adding value

The lack of entrepreneurial thinking and behaviour on the part of both suppliers and buyers is identified in various quarters as the central cause of the gap between client needs and the service provided in the research market. In order to bridge...

Catalogue: Seminar 1993: Marketing And International Research

Author: Jörg Pauli

June 15, 1993

International research and the need to better communicate across cultures

The purpose of this paper is to contribute to better cross- cultural communication. In order to achieve this, we have selected concepts put forth by anthropologists, sociologists and specialists in international management which shed light on some of...

Catalogue: Seminar 1993: Marketing And International Research

Author: Olwen H. Wolfe

June 15, 1993

Backcasting when forecasting is unreliable

Experience in past and on-going scenario projects confirms our strong belief that the only way to provide real value to client organizations is to involve key managers in the project as early as possible. This not only enhances learning, but it also...

Catalogue: Seminar 1993: Marketing And International Research

Authors: Rafael Ramirez, Laurent Gatignol

June 15, 1993