A Fresh Round of Drinks
Innovating beyond beer in Eastern Europe

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Author(s): Yvan Goupil, Jonathan Gable
Collection: CEE research Forum 2012 - Global fuel for local boost!
Keywords: Concept Testing, Crowdsourcing, Innovation

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The ongoing global recession makes it exceedingly difficult for brands to remain distinct and popular, especially in a market as competitive as the Eastern European beer market. This paper demonstrates the merits of using the natural human powers of observation and prediction in a ‘We Research’ approach to concept screening and Predictive Markets. At the critical concept screening stage of their innovation process, SABMiller Europe was able to efficiently test a large number of concepts across multiple markets using a common methodology

Date of publication: 26.03.2012
ISBN: 92-831-0256-8
Order Code: 61859_07
Number of pages: 15

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