Acting global and thinking local: Motorola post launch satisfaction
Frank LandeckGfK Custom Research, China
Pei JiuConsumer & Market Insights Asia Pacific (CMI), China
INTRODUCTION INTO MULTI-COUNTRY REGIONAL RESEARCH
Over the past decade, an enormous increase in number and variety of multi-country research programs accompanied the trend of globalization within multi-national companies. Often, those projects included up to 25 markets, for example to derive a global segmentation, to support a global brand strategy, or to help developing global products. Usually, global companies define eight to ten top strategic markets and those markets are regularly part of global research programs,...