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Building Global Brand-consumer Relationships
Joachimsthaler, Erich A.Technical Note MN-294-EMarketingThis note provides a model for building global brand-consumer relationships using a brand-equity perspective. The model is applied to the Häagen-Dazs case illustrating how Grand Met has developed this strong global ice-cream brand in Europe since 1989.Starting at €8.20
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A Note on the European Timeshare Industry
Joachimsthaler, Erich A.; Pryce A. H.Technical Note MN-224-EMarketingTimeshare is one of the fastest growing sectors of the travel and holiday market, particularly in Europe. It is relatively fragmented industry, now shaking off its bad "cowboy developers" image and moving firmly away from the property investment arena into the holiday market.Starting at €8.20
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Marketing Metamorphosis: From Products to Brand to Consumers
Joachimsthaler, Erich A.Technical Note MN-292-EMarketingIn this note we describe how the balance of power has shifted from the manufacturer to the retailer and to the consumer over the last fifty years. As a consequence of this change in the balance of power, there is a need for a complete transformation of the practice of marketing.Starting at €8.20
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The Realization of Globalization: Restructuring the European Electrotechnical Industry
Joachimsthaler, Erich A.; Leppänen R.Technical Note MN-273-EMarketingThis note is an analysis and description of the roots of ASEA and Brown Boveri, their strengths and weaknesses; how the new company ABB was organized after the merger; and how it intends to achieve its goals as a borderless, global company.Starting at €8.20
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A Note on the Organizational Implications of Globalization
Helmstein, M.; Joachimsthaler, Erich A.; Leppänen R.Technical Note MN-281-EMarketingAs a result of recent changes in the global socio-economic environment and technological advances, managers of many large firms see an opportunity for increased integration and coordination of their businesses. This phenomenon is called globalization and is the topic of this paper. The latest theories and ideas relating to the globalization of business are discussed and applied through a comparison of four corporations that operate on a worldwide...Starting at €8.20
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New Ways to Answer Old Questions: Conjoint Analysis Takes the Guesswork Out of Pharmaceutical Marketing Decisions
Green, Paul; Joachimsthaler, Erich A.Technical Note MN-284-EMarketingNew developments in marketing research now provide the techniques required to accurately and precisely measure consumer preferences and the trade-offs consumers make between various product attributes, and beyond that to simulate managerially meaningful outcomes such as gains/losses in market share, sales volume, and gross profit. These new developments in marketing research represent a sort of second generation methodologies and refinements of t...Starting at €8.20