Corporate Identity: A Flexible Role for Research
Philip Dover & Robert Kopp Babson College, United States andRoy Croft Roy Croft Advertising, United Kingdom
INTRODUCTION
Frederick Webster, in a recent book on Market-Driven Management (1994), stressed the importance of market information in strategic decision making.
'For the market-driven company, customer knowledge is a distinctive competence and one of its most important strategic assets.... every important judgment made by management is based on current, complete, and correct information about the...