Kompas 2nd Generation: Typologies that Travels in Time and Space

Flemming Hansen, Regin Reinert, Rolf Randrup, Henrick Dahl

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearch


Since its introduction in 1994, Kompas has been a very successful value measurement system used for media-planning, marketing strategy formulation and many other purposes. It has been used particularly in the Nordic countries, but also in Poland and Israel, and recently, it is coming into use in other countries also. The Kompas is unique, in the sense, that it is based upon people's ordinary opinions, interpreted in terms of underlying values, and it is easy to use, because it works with an easily interpreted two-dimensional solution traditional vs. modern, and social vs. individual.
Original languageEnglish
Title of host publicationDevelopments in Marketing Science : Proceedings of the Academy of Marketing Science. Volume XXV
EditorsHarlan E. Spotts
Number of pages26
Place of PublicationCham
Publication date2002
ISBN (Print)9783319118819
ISBN (Electronic)9783319118826
Publication statusPublished - 2002
Event2002 AMS Annual Conference - Sanibel Harbour Resort, Fort Myers, United States
Duration: 29 May 20021 Jun 2002


Conference2002 AMS Annual Conference
LocationSanibel Harbour Resort
CountryUnited States
CityFort Myers

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