Connecting with voters: how
business can learn from new thinking inpolitical research
Deborah Mattinson & Graeme Trayner Opinion Leader Research
Introduction
This paper is based on the simple yet radical premise that the corporate has becomethe political. The emergence of a more aggressive media and assertive public meansthat political and business leaders face similar challenges. As a result, companiesare now evaluated in much the same way as politicians. In response, business mustadopt the permanent campaign approach of contemporary politics. 'Consumers'should be perceived as 'voters'.
The implications for research are profound....