Resources Library by ANA

Synchronise/destablise

Using a case study approach, the paper reviews characteristics of the client-provider relationship that can foster synchronization or destabilization. Organizational support of market research as an objective research enterprise, as well as other...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Herman J. Milligan Jr., Ashref Hashim

September 14, 2003

A seat at the table

Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing activities in order to secure and build value. The...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Rachel Katz, Jeffrey Ewald, Chris Keeling, Howard R. Moskowitz, Laurent Florès, Matthias Silcher

Company: Moskowitz Jacobs Inc.

September 14, 2003

Does it pay to invest in customer satisfaction?

This paper delivers empirical proof that actions to improve customer satisfaction also lead to an increase of yield. Customer satisfaction and loyalty are measured by means of a worldwide survey and the results are used to identify actions for...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Hannsfriedrich Braun, Ambros Scope

September 14, 2003

Managing intangible assets to create tangible value in organizations

This paper is based on the premise that the intangible asset of a company, in form of its employees and customers, and the relationship the company forms with these constituencies, are what create value and generate profit. The authors build upon...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Berth Jonsson, Mikael Paltschik, Soumya Roy

September 14, 2003

A new generation of brand controlling

Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing activities in order to secure and build value. The...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Author: Oliver Hupp

Company: GfK

September 14, 2003

Driving share-of-wallet through customer satisfaction and brand preference

This paper examines the interaction between customer satisfaction and firm/brand preference and their moderating impact on share-of-wallet spending for a large financial institution and the fleet trucking industry.Share-of-wallet information is the...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Heather Evans, Terry G. Vavra, Tiffany Perkins-Munn, Timothy L. Keiningham, John A. Theodore

September 14, 2003

Respondent misconceptions, falling response rates, is it time for change?

This paper looks at the relationship between the researcher and the respondent and seeks to challenge outmoded attitudes and to suggest new approaches which deliver value to all stakeholders (including clients, agencies, respondents, and customers)....

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Author: Ray Poynter

September 14, 2003

Show me the money!

This paper examines the reasons why finding a robust and continuous measure of the value of marketing investment within a business remains an elusive topic. Terms such as return on marketing investment, brand value and intellectual assets are...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Kristin Hickey, Simon Le Couteur

Company: The Leading Edge

September 14, 2003

The future of the industry in the region

This paper describes the current situation in terms of industry consolidation in the region, the reasons for buying and the reasons for selling research companies. It also describes one of the most adequate valuation methods and discusses the...

Catalogue: Latin America 2003

Author: Jorge García-González

May 4, 2003