the brand anniversary model
Doron BenShaulKelimShluvim Baranding & Consumer Insight Ltd
Introduction
In a world of rapid changes and aggressive competition, traditional research becomes less significant in strategic decisionmaking. A wellperformed qualitative (as well as quantitative) research can give the decision maker a good map of the past, the present status of the market and the history of consumer behavior. Yet, the decision the client needs to make refers to the future rather than to the present. In that future there are many variables that have not yet appeared on the stage, and if they did, we have...