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
No 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...
Go to publicationSaying what is important
One of the central tasks of market research is to say what is important. The second part of the series on preference...
Go to publicationWhat is important? Best practice: methods of relevance analysis
The way we ask what is important already defines what we hear or overhear. Dr. Anita Petersen and Sven Slodowy from (r)evolution...
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