Europanel Webinar – 19th May 2022
Thursday 05.19.2022 at 13:00 CET (12:00 GMT)
Duration 60 minutes
Cross-National Differences in Market Response
How consumers react to changes in the marketing activities of companies has mostly been studied in developed countries in the North-Atlantic region, even though other parts of the world—especially the Indo-Pacific Rim region—have become economic powerhouses. This research project investigates marketing-mix elasticities in this region based on 1,600 brands from 14 product categories collected in 7 developed and 7 emerging Indo-Pacific Rim countries across more than 10 years.
Specifically, the sales impact of changes in line length, price, and distribution has been studied. Contrary to what has been suggested in previous research, the authors find no systematic differences in marketing responsiveness between emerging and developed economies.
Professor Harald van Heerde
University of New South Wales, Australia