Mapping the emerging digital frontier
Lee Ryan and Bernice KlaassenTNS, Singapore
THE LURE OF THE FRONTIER
“Civilization cannot exist without new frontiers; it needs them both physically and spiritually. The physical need is obvious – new lands,...
Mapping the emerging digital frontier
As marketers grapple with institutional, cultural, and strategic transformations in an increasingly turbulent global economic environment, and as multinational clients concentrate expertise and resources in emerging markets that are increasingly critical to the bottom line, there is an obvious set of challenges facing both current research practice and its underlying philosophies.
