60 Years: then and now: evolving research from a risk-reducer to a source of inspiration

This paper reviews how Philips has changed in the way it uses consumer market research during the past 60 years.

60 Years: then and now: evolving research from a risk-reducer to a source of inspiration

Maarten SchellekensConsumer Institute, McKinsey & Company (formerly Philips), The Netherlands

Charmian TardieuMilesFurther, Germany

INTRODUCTION

Royal Philips Electronics...

Not a subscriber?

Schedule your live demo with our team today