Beyond benchmarking - concept performance across countries

How can scores from a concept tested in Germany be reliably compared with those from the same concept tested in China? Measured and true concept scores can widely vary between countries due to e.g.

Beyond benchmarking – concept performance across countries

Annelies VerhaegheInSites Consulting, Belgium

Kristof De Wulf and Niels SchillewaertInSites Consulting; and Marketing, Vlerick Leuven Gent Management School, Belgium

Filip De BoeckInnovation Research, InSites Consulting, Belgium

INTRODUCTION

Innovation is more than ever a key differentiator in the marketplace, critical for the future prosperity of companies and taking up ever increasing amounts of corporate spending (Cohen, Eliashberg and Ho, 2000). A recent study of the Boston Consulting Group (2007) including the responses from 2,468 senior executives in 58 countries revealed that 66% included innovation in their top three strategic...

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