Point of view: Change the ROI mindset

Stan Sthanunanthan

Coca-Cola's Stan Sthanunathan accepts that accountability is a good thing but questions whether ROI on research is the right measure of accountability.

Point of view: Change the ROI mindset

Stan SthanunanthanThe Coca-Cola Company

The global research industry is worth $33 billion and growing. While growth is steeper in developing markets like Brazil, India, Russia and China, revenues are still concentrated in the large developed economies, like the US, Europe and Japan. The reality is that, just as the developed economies are experiencing anaemic growth, so is the research industry. And when the going gets tough, tough questions get asked. Justifying spend, therefore, becomes a business imperative.

Now, accountability is a good thing, but the big question is: 'Is RoI on Research...

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