Kompas 2nd Generation: Typologies that Travel in Time and Space

Since its introduction in 1994, Kompas has been a very successful value measurement system used for media-planning, marketing strategy formulation and many other purposes.

Kompas 2nd Generation: Typologies that Travels in Time and Space

Regin Reinert, Bo Elvers, Rolf RandrupGallup/TNS andProfessor Flemming HansenCopenhagen Business School1

Concept of Values

The Kompas is an attempt to encompass as much...

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