Mapping the emerging digital frontier

Lee Ryan and Bernice Klaassen

As marketers grapple with institutional, cultural, and strategic transformations in an increasingly turbulent global economic environment, and as multinational clients concentrate expertise and resources in emerging markets that are increasingly critical to the bottom line, there is an obvious set of challenges facing both current research practice and its underlying philosophies.

Mapping the emerging digital frontier

Lee Ryan and Bernice KlaassenTNS, Singapore

THE LURE OF THE FRONTIER

“Civilization cannot exist without new frontiers; it needs them both physically and spiritually. The physical need is obvious – new lands, new resources, new materials. The spiritual need is less apparent, but in the long run it is more important.” Arthur C Clarke, Rocket to the Renaissance

Frontiers are critical to society both financially and psychologically, and these roles are reenacted daily in the media. The frontier promise in the statement by John Kennedy in his presidential campaign...

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