The glaring opportunity for value addition. Providing knowledge for business vision and strategy development

Khushi Khanna and Rama Bijapurkar

Strategic market research is the glaring opportunity for value addition for market research - the customer is already in the board room in this era of customer-focused business strategy; the CEO is closely involved in the process of strategy development; the matter is central to company health and not a peripheral functional area issue; the stakes are high and no price is too high to get it right (certainly borne out by the price premium that management consultants command over market researchers!).

The Glaring Opportunity for Value Addition: Providing Knowledge for Business Vision and Strategy Development

Rama Bijapurkar Marketing Consultant, India andKhushi KhannaAsia Pacific, Pepsi Cola Company, Honk Kong, S.A.R Chaina

THE GLARING OPPORTUNITY FOR VALUE ADDITION

The era of externally focused business strategy and the birth of the strategic marketing discipline

In the early 1980s there was a huge shift in thinking about business strategy - a shift from the internal compulsions and capabilities of the company determining its marketplace behaviour to marketplace opportunities and compulsions driving internal company behaviour. The new and fierce mission of business...

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