Building the matrix
Luis H. Rodriguez, Bernadette de Lamar and Carol K. Galvin
This paper presents a case study wherein the authors collaborated to apply the data gathered in a large segmentation research project to the strategic planning process at Lotus Software Division of IBM Corporation.
Building The Matrix
A case study in teamwork among strategic planners and market
researchers
Carol K. Galvin
NOP Strategic
ResearchBernadette DeLamar and
Luis H. Rodriguez
IBM Corporation
THE FUNDAMENTAL ISSUE: BUSINESS VALUE
Marketing research
professionals...
