Through the looking glass - primary research in multi-country forecasting

Raf de Wilde, Simon Fitall and Allan Bowditch

The paper describes a case study carried out in 1994 to examine the potential for a number of new possible line extensions (formulations) of an existing product.

Through The Looking Glass - Primary Research In Multi-Country Forecasting

Allan Bowditch Martin Hamblin Research, United KingdomSimon Fitall  Marketing Resources International, United Kingdom and  Raf de Wilde Janssen Pharmaceutica, Belgium

1. INTRODUCTION

Most companies would no doubt agree that there are a great many difficulties in developing a product into an important contributor to company turnover and profitability. Having achieved such an objective, the demands on management to react to the increasing pressures on such a brand become even more intense. The pressures from governments with cost containment measures and/or promotional restrictions, reductions in...

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