Resources Library by ANA

The expanding universe of market research

Market research is a relatively small part of the professional and business services sector. Commercially available revenues in 1998 were roughly $1bn (£7bn) worldwide, representing only about 0.1% of overall sales value. However, its economic and...

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

Author: Philip D. Barnard

September 1, 1999

Facing the future

This authors of this paper argue that brand leadership is not about reacting but about anticipating and taking risks. The imperative for change and innovation is particularly evident when national brands embrace the challenge to become global...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Richard Pike

September 1, 1999

How to make innovations work in developing economies

This paper discusses the imperatives to make innovations work in developing economies. Adapting the product to suit local needs and conditions is a necessary but not sufficient condition for success. The entire offer and the delivery systems have to...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: N. S. Muthukumaran

September 1, 1999

Three cultures of international marketing

Three considerations of the idea of ‘culture’ interact to question the inevitability of ‘global’ brands. Consumer culture, marketing culture and the national cultural values that underpin decision making all have significant...

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

Author: Judie Lannon

September 1, 1999

Explaining why consumers behave as they do, globally, with implicit models

Implicit Theory principally addresses the marketer’s need for diagnostic problem-solving. It explains why people behave as they do, at different times in different situations on different occasions, in order to satisfy different need states....

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

Author: Peter Sampson

September 1, 1999

A paradox of product innovation

This paper is about product innovation and introduction. More specifically a framework for understanding the relationships between innovation category characteristics and successful new product innovation and introduction is introduced and...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Jean-Jacques Vandenheede, Bettina Hoffmann, Leone Aardse, Phillip A. Cartwright

Companies: Nielsen, Ernst and Young Services Pty Ltd

September 1, 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

Financial markets in turbulent times

The papers discuss new market developments and try to put findings from individual countries, product areas or customer segments into a broader context. The book brings together views of the industry from different angles with the aim of identifying...

Catalogue: Financial Markets In Turbulent Times 1999: Guidance From Marketing Research

Author: ESOMAR B.V.

September 1, 1999

Researching design

This paper demonstrates the key role qualitative research has played in developing and building Kimberly-Clark’s Away From Home sector as an innovator in its field. This paper also highlights some general learning about researching design and...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Greg Bohlen, Fiona Jack

Company: Green Light International

September 1, 1999