Using Online Bulletin Boards to Develop High Value Corporate Strategy

Penny Mesure

Orla McGouran

Michael Feehan

INTRODUCTION

Planning corporate strategy can benefit from insights generated from interviews with key stakeholders who can be notoriously difficult to pin down. Online Bulletin Boards provide a powerful and flexible way to interact with senior audiences, generating high engagement and rich data for analysis. This paper includes case study detail from an evolving program of studies with key international stakeholders for Philips, leveraging Online Bulletin Boards to generate insights which drive critical decisions within short time frames dictated by senior management.

Corporate strategy is often shaped on the basis of in-depth feedback from key stakeholders within a company's customer base or prospect market. These stakeholders can be as diverse as senior C-Suite executives from customer businesses in the B2B space, or nationally recognized physician experts in the healthcare arena. Often it can be a challenge structuring insightful interactions with audiences who tend to be geographically widely dispersed, with demanding and hard-to-predict schedules that make it difficult for them to commit to 'real time' market research interactions such as focus groups. Online Bulletin Boards provide an effective way to accommodate and overcome these challenges, in order to deliver critical insights that can help drive corporate strategy and corporate communications planning.

WHY IS FEEDBACK FROM SENIOR STAKEHOLDERS CRITICAL IN SHAPING CORPORATE STRATEGY?