Operation Successful But Patient Dies: Research for Innovation Needs to be Complemented by Effective Client Decision Taking: A Case History
Michael M.Roe Research International, UK and Belgium
INTRODUCTION
At their last meeting in 1997, the prestigious and elite Marketing Science Institute of America met in conference in Brussels. Amongst the priorities these top marketing professionals saw for the future, innovation - the provision of new products and services - was placed as high as number 2. A survey in the United Kingdom amongst 1,000 personnel working in marketing revealed that new product development was ranked number one in their...