”All humanity is one undivided and indivisible family” (Mohandas K. Gandhi)
Emerging markets, emerging cultures, emerging families. A case study

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Author(s): Catriona Ferris, Barbie Clarke
Collection: Congress 2011 - Impact - Research Reloaded
Keywords: Ethnographic Research, Observational Research, Focus Groups, Word of Mouth, Happiness, Emerging Markets

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Unilever is growing its brands in emerging markets, including Asia, Africa, South America and Eastern Europe. It is especially interested in the family market where change and transition can challenge cultural values. Unilever has commissioned a study into emerging markets, the purpose of which is not just to identify differences in family life, but to analyse and emphasize important cultural diversity that can add to brand understanding. It also highlights important shared values that are key to understanding family life and child development in fast growing markets.

Date of publication: 18.09.2011
ISBN: 92-831-0253-3
Order Code: 59664-13
Number of pages: 15

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