Early Warning Systems and Firm Survival
The role of market research in the face of major market disruptions
Bernard BuissonExpertel Consulting, France
Phillip A. CartwrightMarketing Science Centre, Global Clients, Research International, France
Philippe SilberzahnDigital Airways, France
INTRODUCTION: THE ISSUE
At Stake: Missing the next revolution in your industry
Revolutions don't come often, but when they do they sweep entire industries. After thousands of years, the horse was displaced as the “engine” of the economy in less than twenty years by the car, bringing about entirely new firms and industries, with very few being able to make the...