Publications
Far away?
Globalisation continues to press ahead, making worldwide communication ever more important. To support multinational companies in their global campaigns, DHL developed an instrument that investigates the acceptance of advertising channels.
The interdependency of global advertising reception and local consumption profiles has been revealed for the first time as part of an inter-cultural comparison. Our contribution provides an overview at a global level and explains the extent to which global consumers can still be differentiated from one another.
Download publication (published in Planning and Analysis, special edition, 2009)
Far away?
| AUTHORS | Dr. Nicole Lehnert Dr. Anita Petersen; Sven Slodowy |
|---|---|
| LANGUAGES | English |
Publications
Riddle Response
A holistic view of the topic of response and how this can be influenced in the phases of a project.
Go to publicationListening what is important
The open questioning of pain points or delighters is part of many surveys, and yet the qualitative insights hidden in the open...
Go to publicationNo worries about being replaced by AI
Members of planung & analyse's platform of corporate market researchers (PUMa) are generally positive about AI tools and believe they could make...
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