How to generate global insights to create brands

Johannes Hartmann and Howard R. Moskowitz

The paper addresses the journey to global insights, acknowledging that simply having a global insight is not enough for building global brands.

How to generate global insights to create global brands

Johannes HartmannConsumer & Market Insight Foods, Unilever, Netherlands

Howard R. MoskowitzMoskowitz Jacobs Inc., United States

PREFACE

The paper talks about the journey to global insights while...

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