Cross-cultural consumer targets in a context of rapid social change: the case of central Europe

Woesler de Panifieu, Daniel Weber and Agnieszka Krason

This paper is based on a completed study conducted in 1996 and 1997 in Poland, Hungary, the Czech Republic and Slovakia.

Cross-cultural consumer targets in a context of rapid social change: the case of central Europe

Christine Woesler de Panafieu, Daniel Weber and Agnieszka Krason Socioconsult (France)

INTRODUCTION

Socioconsult International has just completed a major project on social change in central Europe. The project has mobilised a team of sociologists and anthropologists from each country as well as extensive quantitative and qualitative findings which reveal the complex and shifting mosaic of central European societies. The countries include Poland, Hungary, the Czech Republic, and Slovakia.

Each of the central European countries covered in this study has a...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands