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...

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