At the IMM, we strive to contribute inspiring and relevant knowledge on international marketing matters. 

To craft such meaningful insights, we conduct studies on four levels of analysis: marketing strategy, technology, consumer society, and individual consumption. These levels are intricately linked. Consumer preferences in any given country are no longer merely shaped by local events, but informed by events, cultural trends, or technological innovation that occur at very distant localities.

To capture the complexities of international marketing and consumer culture themes, we rely heavily on qualitative research methods, including in-depth interviews, ethnography, netnography, and other form of participatory fieldwork, but also use quantitative and “generative” methods.
 

Latest Research