Heineken goes mobile in emerging markets
Miguel RamosConfirmit, United Kingdom
Introduction
The lack of market data in Africa is proving to be a major difficulty for many brands that are looking to the emerging markets for growth potential. While opportunities exist for companies to break out of the traditional Market Research shell, standard approaches which are effective in developed markets cannot be simply applied with a cookie cutter approach to the various regions within Africa and the Middle East.
Until recently, technology would have been identified as the barrier to adoption of new methods. That is no longer the...