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


Royal Philips Electronics of the Netherlands is one of the world's largest electronics companies, with more than 120,000 employees, sales of 27 billion EURO in 2006 and a healthy cash flow. The foundation for this success was laid in 1891 when Gerard Philips established a company in Eindhoven, the Netherlands, to 'manufacture incandescent lamps and other electrical products'. Since then, the company has grown and diversified significantly. Especially after...

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