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| Author: | Pawle, J. |
| Title: | Mining the international consumer |
| Journal: | Journal of the Market Research Society
1999 : JAN, VOL. 41:1, p. 19-32 |
| Index terms: | MARKET RESEARCH INTERNATIONAL CONSUMERS |
| Language: | eng |
| Abstract: | This paper discusses the values of qualitative research for international business to obtain consumer understanding for the benefit of the company and its brands in local, regional and global markets. Four core issues where the applications of qualitative research are especially relevant are examined: (1) the influence of cultural values on branding; (2) social change; (3) global campaigns vs. global concepts; (4) branding and extensions. |
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