Becoming Cultural Architects
How to Drive the Influence of Research on Company Culture
Paul Buckley and Hilary PerkinsAllied Domecq Spirits & Wine, United Kingdom
Many companies claim to put the consumer (and hence consumer research) at the heart of their business strategy, yet relatively few truly achieve this goal. Allied Domecq is the second largest spirits and wine company in the world. yet until recently it did not possess a globally consistent way to look at its business from a consumer perspective. At the centre of our corporate vision for future growth is the provision of better...