Why don't big firms see disaster coming?

This article asks why big firms don't see problems coming when continuous monitoring of consumer opinion is readily available via a range of research techniques.

Why don't big firms see disaster coming?

Nigel HollisMillward Brown

Companies fall, or at least experience problems, for a number of reasons. But when the problem turns out to be consumer based, professionals and lay observers are rarely surprised. So why don't companies see these problems coming when continuous monitoring of consumer opinion is readily available via a range of research techniques? Nigel Hollis describes how brand and consumer tracking over time can provide an early warning.

"It has been a very difficult year for Tesco." So said Dave Lewis, I Tesco's CEO, in the company's Preliminary Results, issued...

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