Roadmap To Success In 'Terra Incognita'
The vital role of customized research for carmakers' emerging market strategies
Sebastian KnauerTNS Infratest Automotive, Germany
INTRODUCTION
While new markets offer unparalleled opportunities for global carmakers, mastering the notorious diversity and complexity in 'terra incognita' is a tough challenge. A framework for customized research studies is the guiding roadmap to success. This approach will be discussed from a theoretical point of view, while its practical application will be illustrated in a disguised market entry case study.
EMERGING MARKETS: OPPORTUNITIES AND CHALLENGES
With new vehiclecar sales in the “Triad Markets” – the traditional domain...