The paper presents a case study using traditional and social media ethnography, to investigate Generation Z females in Jakarta. These 11-18 year old girls live in a changing world, with the influence of globalisation and social media. Yet, there remains a strong need and pull to stay true to their cultural roots in what is largely a conservative and traditional Indonesian society. We will look at how GenZ manages to negotiate these sometimes dichotomous tensions and how it impacts their development and friendships; as well as their short and long term aspirations. This understanding of Generation Z is placed in the broader context; compared with learnings across other consumers groups to identify the shifts across generationsand the key drivers and implications of these.
This paper will shed some light on what is really driving brand growth and inspiring manufactures and retailers towards profitable business.? We identify the drivers of brand growth globally, regionally and locally.? By combing a holistic and deep market understanding from the consumer with category and country-specific perspectives, the marketing mix winning strategies will be derived.? For example: brand size, local versus global, innovator, high/low price, owner, quality, value, trust, advertising, online prominence, category type, private label size, risk, trade and brand concentration, frequency, country culture, buyer types and attitudes all need to be considered by a successful marketer. But which ones are the most important and what should the marketer do?
As globalisation continues and borders become blurred, clients and researchers alike are increasingly conducting cross-cultural studies to understand the similarities and differences that exist between us. But as the global economy is slow to recover, we are often forced to compromise on many elements of a study to meet restricted budgets while still answering crucial research questions. In this presentation, we explore the topic of conducting research in non-native local languages as a means to cut costs, and the potential impact that this specific compromise may be having on qualitative insights.
As globalisation continues and borders become blurred, clients and researchers alike are increasingly conducting cross-cultural studies to understand the similarities and differences that exist between us. But as the global economy is slow to recover, we are often forced to compromise on many elements of a study to meet restricted budgets while still answering crucial research questions. In this presentation, we explore the topic of conducting research in non-native local languages as a means to cut costs, and the potential impact that this specific compromise may be having on qualitative insights.
This presentation will shed some light on what is really driving brand growth and inspiring manufactures and retailers towards profitable business.? We identify the drivers of brand growth globally, regionally and locally.? By combing a holistic and deep market understanding from the consumer with category and country-specific perspectives, the marketing mix winning strategies will be derived.? For example: brand size, local versus global, innovator, high/low price, owner, quality, value, trust, advertising, online prominence, category type, private label size, risk, trade and brand concentration, frequency, country culture, buyer types and attitudes all need to be considered by a successful marketer. But which ones are the most important and what should the marketer do?
Our role is to shape decision-making. In large multinationals, the global structure of the marketing organization largely determines whom we get to influence. Evolving structures further complicate or limit our role. However, the researcher is actually far better equipped than marketing personnel to deal in a borderless environment, and can serve a unique role in synthesizing learning and providing concrete solutions that cut across geographic frontiers. The emergence of social media creates havoc with traditional marketing structures, but significantly enhances our potential value to the global enterprise.
Multicultural targeting is every global brand's dream. The market research firm Fresh Intelligence has developed a 'Glocalization Score' to measure values of global brands in six countries. An on-line survey with n=3000 respondents was held to identify leading country specific and brand-specific values. The 'Glocalization Score' model was developed to measure the correlation of brand values to country values. Strong significant correlation between Glocalization Score and Brand Strength illustrated that a brands' glocalization is critical for success, and glocalization efforts can be easily measured by research professionals.
As a result of the Asian crisis in 1998 and the Global Financial Crisis (GFC) in 2008, there is increasing speculation that 'Globalisation' may have stalled. Regardless, do developed and developing nations actually benefit (or suffer) from globalisation? Some have argued that globalisation has created 'imbalance' between nations, and the GFC was the zenith of speculation in financial and property markets. Others have concluded that the world is organised around regions such as Europe, North America and Asia, thus making a case for 'regionalisation'
On realization that only 20% of their Brand Tracker information was used across all 32 European markets, Coca-Cola Europe started searching for the Philosopher's Stone. The journey will take the us through the difficulties of negotiating a positive business case for each market, managing the trend break challenges and ultimately defining a consistent, harmonized tracking study that is relevant for local markets as well as regional and global units. The Philosopher's Stone paper will prove that getting the right parties involved, it is possible to not only find the right balance between global and local (the famous sweet spot) but also achieve significant savings at the same time.
This paper responds to the challenges of globalisation and the digital society by arguing that the problem for MR today is not that of too much change, but rather too little. In a world where data is seemingly infinite, we now need to provide data architecture, measurement, and context to enable understanding. Using these underlying themes, the paper outlines the weaknesses of current practices and approach and proffers solutions drawn from experience that would enable us to provide the solutions our profession is inherently capable of.
This issue explores the future of outsourcing and the implications of the new globalisation on the consumers of Asia.