Information is Power. Sharing the Power Base
Catherine Ayland (Knoll Pharmaceuticals) United Kingdom Anne Marshall (Knoll Pharmaceuticals) United Kingdom
INTRODUCTION
In previous years literature examining the role and structure of the international marketing research function within pharmaceutical companies has concentrated on the 'to be centralised or decentralised' debate, or fashion, as some cynics might call it. The 1980s in particular appear to have been characterised by fluctuations in the relative sizes of the central and local marketing research departments, one group increasing at the expense of the other group. That pattern appears more difficult to observe in the...