From Multi-Country Concept Testing/ Optimization To Corporate Database And Beyond
Johannes Hartmann Unilever BestfoodsHoward Moskowitz Moskowitz Jacobs Inc.Jeff Ewald Optimization Group, Inc.
INTRODUCTION: THE EXISTING SITUATION FROM THE CORPORATE BOARDROOM
The existing belief in many companies is that concepts for FMCG (fast moving consumer goods) need to be individualized for each culture. This point of view does not necessarily find itself based on fact, but rather on belief. Management does recognizes the growing internationalization of...