Operation successful but patient dies. Research for innovation needs to be complemented by effective client decision taking. A case history.

Does research assist or stifle innovation? This paper starts with an overview of the transfer of a revolutionary, instant meal technology from Asia to Europe.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands