Acting global and thinking local - Motorola post launch satisfaction

Frank Landeck and Pei Jiu

This paper discusses the principles and practice of multi-country research in which a global management team must act through local agencies.

Acting global and thinking local: Motorola post launch satisfaction

Frank LandeckGfK Custom Research, China

Pei JiuConsumer & Market Insights Asia Pacific (CMI), China

INTRODUCTION INTO MULTI-COUNTRY REGIONAL RESEARCH

Over the past decade, an enormous increase in number and variety of multi-country research programs accompanied the trend of globalization within multi-national companies. Often, those projects included up to 25 markets, for example to derive a global segmentation, to support a global brand strategy, or to help developing global products. Usually, global companies define eight to ten top strategic markets and those markets are regularly part of global research programs,...

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