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Research papers
Organising information for effective international industrial marketing management
The increasing pace of change in international business environment has led to growing competitive pressure, changing critical success factors, threats and risks. As these changes affect the marketing programme, marketing process and overall...
Catalogue: Conference 1991: International Marketing Research
Author: Milan Jurse
June 15, 1991
Research papers
The testing and development of innovative fragrances
Part one of the paper reviews the innovation process and relates this to the creation of new fragrances. Special attention is focussed on the development phase, of the creative process, which recognises the difficulty of using conventional market...
Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products
Author: Tom McGee
Company: Givaudan
June 15, 1991
Research papers
Research for broadcasting decisions
This paper describes the results of a study commissioned by the Foreign and Commonwealth Office from Research Surveys of Great Britain (RSGB) to determine whether the World Service is effective in communicating a positive impression of Great Britain...
Catalogue: Seminar 1991: The Expansion of Broadcast Media
Authors: Michael M. Brown, Philip Mercieca, John Parrish
June 15, 1991
Research papers
The expansion of broadcast media in the Netherlands: Effects on the advertising expenditures
In consumer markets, predictions of the demand for new products are often made using intention surveys. The applications of intention surveys on industrial markets, however, are rather limited. This study shows, how an intention survey can be applied...
Catalogue: Seminar 1991: The Expansion of Broadcast Media
Authors: Karel Jan Alsem, Jan C. Reuyl
June 15, 1991
Research papers
The value of country of origin for consumer durables
In this paper an international research project dealing with the country-of-origin effect is presented. Using individualized conjoint analysis with dollar-metric paired comparisons the market values of middle-class cars from different countries of...
Catalogue: Conference 1991: International Marketing Research
Authors: Franz Böcker, Gerhard Hausruckinger
June 15, 1991
Research papers
Towards a qualitative control of television sponsorship of television sponsorship
In allowing advertisers to symbolically express their brand identity, TV sponsorship has become a privileged space for brand communication. Advertisers should keep in mind, however, that this method of communication which is difficult to control and...
Catalogue: Seminar 1991: The Expansion of Broadcast Media
Authors: Daniel Bo, Yves Krief
Company: SORGEM IMR
June 15, 1991
Research papers
David and Goliath
Since the arrival of the private television channels in Spain the newspaper Publishers became more and more worried about the share they would get within the advertising budgets. Television has been always the main medium in Spain for advertising a...
Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Rosa Maria Forner
June 15, 1991
Research papers
Designing and implementing international joint marketing ventures
What are the specific events and decisions that actually occur in the identification, design, and implementation of joint ventures involving Western enterprises and East European enterprises? To answer this question a case study research program is...
Catalogue: Conference 1991: International Marketing Research
Authors: Arch G. Woodside, Jozsef Kandiko, Wilfried Vyslozil
June 15, 1991
Research papers
