Des Byrne
BEHAVIOUR & ATTITUDES
Dublin 1998
QUALIS INTERNATIONAL
QUALIS INTERNATIONAL
QUALIS INTERNATIONAL
QUALIS INTERNATIONAL  
Coming to Terms with Change

Over the past decade Ireland has changed more dramatically than any other country in Western Europe. In that time-frame, Ireland has topped the European league table in terms of growth in its labour force, disposable income per head and the number of new companies created. Changes in the social sphere have been even more dramatic than those on the economic front.

The scale and rapidity of change provides a wide range of interesting case histories for emergent markets in Europe.

In addition to summarising the key changes in a compact fashion, this paper discusses their impact on consumption habits of a liberated marketplace and attempts to draw lessons for marketing companies operating in a rapidly changing environment.