Where do you go to, my lovely?

Josep Borrell and Hans-Willi Schroiff

The paper summarizes the authors' personal views about market research on its way from a multinational/local data provider service towards representing a transnational business insights function.

Where do you go to, my lovely?

Perspectives of international market research

Hans-Willi SchroiffHenkel KGaA, Germany andJosep Borrell Henkel Iberica, Spain

A Definition of Market Research

Surely the vast majority does not know that Spain was the first country to conduct market research in the history of the world. You might think that it was the United States, but no, the Royal Court of Spain did the first market research recognized as such. Philip II ordered it in the 16th century to acquire information about the uses and habits of the inhabitants of the New World,...

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