Building the matrix

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...