International Market Research Skills & Resources Mark Bodnar mbodnar@sfu.ca

Baan Khamlangchay Care Centre in Chiang Mai, Thailand A grain of sand… Baan Khamlangchay Care Centre in Chiang Mai, Thailand Image credit: Desert News: http://m.deseretnews.com/photo/765644521?nm=1

A grain of sand… Baan Khamlangchay Care Centre in Chiang Mai, Thailand Trends & factors that led to this organization/service? Information sources? [Great starting place]

Information sources Governments Academics Associations Companies 9/9/2010 Regulations, Trade Data, Industry Overviews, and more... Information sources NEWS Governments Associations Companies Researchers Private Academics Directories. Industry Overviews, News… How and Why Questions Pyramid peak! (more about that later...) Key financials? News about actions taken?

Converging New! Skype 60+ Alzheimers Thai culture & reputation Medical tourism Academic opinions Cost/patient Multiculturalism

Business Information $$$ Big name analysis Below + analysis Aggregated information + gaps filled with primary research Aggregated and incomplete information Dispersed and incomplete information

Business Info - Issues Issues below (again) Issues below, plus… $$$ analysis + analysis + primary research Aggregated Dispersed Issues below (again) Issues below, plus… Expertise Experience Track record Issues below, plus… Methodology Varying definitions Varying quality Gaps

Filling in the gaps with inferences & estimates Lateral Thinking #1 Filling in the gaps with inferences & estimates If you were researching the distribution system for soft drinks in China, and couldn’t find anything… what else could you search for that might help you make an estimate?

Making new connections with seemingly unconnected information Lateral Thinking #2 Making new connections with seemingly unconnected information Rising disposable incomes + Dropping mobile phone manufacturing costs + Existing infrastructure problems = Leapfrogging to mobile phones in India See also: In India, a push for acceptance when the grandparents move out (G&M)

Key Message Read everything about... producing & consuming countries; relevant industries (globally); cultural issues and trends...

Deep and broad info needed? Resources Deep and broad info needed? Books and eBooks! Samples… Making global value chains : geographies of market-oriented development in Ghana and Peru Service marketing in Ghana : a customer relationship management approach Unearthing conflict : corporate mining, activism, and expertise in Peru Scaling up business solutions to social problems : a practical guide for social and corporate entrepreneurs Africa rising : how 900 million African consumers offer more than you think

Skills for survival when viewing hundreds of resources? Have filters ready: What countries does the resource cover? What questions does it answer? What is surprising about it? Start with these guides: BUS 447 (focused on Peru & Ghana) International Market Research Sustainable Business Resources

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