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Financial Markets and Marketing: The Tradeoff between R&D and Advertising during an Economic Downturn
Surinder Tikoo and Ahmed Ebrahim, Journal of Advertising Research, Vol. 50, No. 1, 2010, pp. 50-56
This article examines the association between stock returns and earnings changes of firms that have made different tradeoffs with respect to R&D and advertising spending during an economic downturn.
This article examines the association between stock returns and earnings changes of firms that have made different tradeoffs with respect to R&D and advertising spending during an economic downturn. During the 2000–2002 bear market that was associated with a downturn in the U.S. economy, we find the coefficient that relates stock returns and earnings changes to be significantly greater for firms that increased their advertising expenditures and decreased their R&D expenditures than for firms that increased their R&D expenditures and decreased their advertising expenditures. Our results suggest that investors perceive that an increased emphasis on advertising can enable firms to stem earnings erosion that can potentially occur during an economic downturn.
Charles Schwab web case study - redefining the user experience through ethnography and personas
Lisa Bertelsen, ESOMAR, Financial Services, London, February 2005
This paper describes the benefits of ethnography to market researchers in the context of a case study.
This paper describes the benefits of ethnography to market researchers in the context of a case study. The technique involves direct observation of the subject (user) within their environment and often the development of a persona, an archetypal customer. The user is the teacher, the researcher the student gleaning as much as possible to improve the product, service or on line experience.
The changing role of the branch office in supporting brand image and customer loyalty
Nino DeNicola, ESOMAR, Financial Services, London, February 2005
Within a number of industries, there is a difficulty in integrating the growing dependence on new technology (interactive phone and internet services) with traditional forward facing offices in relation to brand loyalty.
Within a number of industries, there is a difficulty in integrating the growing dependence on new technology (interactive phone and internet services) with traditional forward facing offices in relation to brand loyalty. There is a growing trend towards maintaining these offices as a point of contact, purely to uphold customer confidence, with four categories identified in relation to customer expectations of these branches.
From pillage to association
Paulo Carramenha and Gaston Martinez Heres, ESOMAR, Latin America, Mexico City, May 2001, pp. 527-541
This paper examines the recent changes with respect to Spain's image in Latin America, related to its prominent position as foreign investor in the region.
This paper examines the recent changes with respect to Spain's image in Latin America, related to its prominent position as foreign investor in the region. The interest of this topic lies in several aspects. The first is macroeconomic and business-oriented. The Spanish investment in Latin America is one of the most notable phenomenons related to globalisation. Furthermore, Spanish companies have contributed to significant changes in the Latin American business culture. Secondly, in terms of market research, it entails applying the brand image concept in an unusual context; and has added infrequent players, such as governments and high management, to the 'brand' problematic.
Trading Places: A Case-Study of Research into the Service Development and Branding of Sharepeople.com
George Davidson, Market Research Society, Annual Conference, 2000
Describes a research case-study by Research International for The Share.com (later rebranded Sharepeople), an on-line share-dealing service about to be launched in 1999.
Describes a research case-study by Research International for The Share.com (later rebranded Sharepeople), an on-line share-dealing service about to be launched in 1999. Project was in two parts: to assist in development of the site, and explore reactions to the finished service. Points covered in the research were: attitudes to and usage of on-line share-dealing services, how this fits into general investment behaviour, and evaluation of the test site and response to various marketing devices. Methods described: recruiting respondents on-line, sample design, group discussions through Internet cafés, on-line `workshops' in which respondents would browse the site, carry out demo-trades, visit competitor sites etc. The research brief changed as the project developed, from user-acceptance research to advertising responses research. Brief description of how research results were used to improve the site, marketing approaches and, eventually, the name change.
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