Cross Disciplinary Involvement
Or 'how the market research industry can beat off the challenge of the management consultants'
Gill AitchisonandAndy ParketIpsos UK
Introduction the arrival of the consultants
In recent years, the mainstream Management Consultancies have become more frequent direct competitors to the Market Research industry. Although they have often served the same clients over the years, the researchers and consultants have generally kept their professional distance. Indeed the major consultancies have, until lately, focused mainly on business strategy, major IT projects, business process re-engineering and cost reduction studies, having generally left marketing and branding issues...