Objectives: Values, means-end research

 

This paper discusses whether researchers really want to become the pro-active, consultant level professionals that they so often claim, or if they are actually happier in a reactive role, applying the ...

The goal of customer segmentation, the cornerstone of strategy development, is to identify homogeneous groups of customers that will respond in a consistent way to changes in the marketing mix. Interp ...

Even if consumers know what they want, they are often unable to select the product option that promises the highest expected utility, simply because their individual product conceptualization is incom ...

This paper deals with the challenging task of communicating across different cultures. It's intended to shed some light onto the intricate values of Latin American cultures and identify those that are ...

As consumer healthcare costs escalate, the pharmaceutical industry continues to lose consumer trust. Pharmaceutical companies can reduce consumers' drug costs as a route to improving the industry's im ...

This paper deals with a highly pertinent and relevant issue in modern life: that of understanding values and how these can have a positive effect on business strategy, in order to affect the bottom li ...

The authors explore (i) the impact of television on consumer values such as materialism and (ii) whether these value judgements are also processed in hueristic manner. The findings suggest, amongst ot ...

The paper suggests that a market-driving strategy creates competitive advantage by teaching customers to connect under-appreciated strength with key decision-making criteria. Further, is demonstrates ...