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Case studies

The little emperor

In the ever changing business environment of emerging markets such as China, the advantages of being a first mover are immense. While the importance of market research in new product development is unquestioned, all too often it is resisted for being...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Amit Bose, Khushi Khanna
Company: PepsiCo
September 1, 1996
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Citation

Bose and Khanna (1996a, September 01). The little emperor . ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/the-little-emperor--4835


Research papers

Measuring advertising effectiveness

Today, the number of techniques available to evaluate advertisements are numerous. However, underlying any technique is a series of assumptions which both users and practitioners of research make that have a bearing on the interpretation of the...

Catalogue: MENAP Forum 1996: Pressure On Profit
Authors: Yasser Omar, Shashikala Halve
Company: PepsiCo
March 1, 1996
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Citation

Omar and Halve (1996a, March 01). Measuring advertising effectiveness. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/measuring-advertising-effectiveness