Construction of Innovation Environments
A Reflective Trajectory
Carmen Suen BlancLeading Edge, Argentina
Jorge L. KarolCuore Consumer Knowledge, Argentina
INTRODUCTION
The impacts of paradigm shift upon business scenarios in the information society is modifying – at the global scale – the relationship between i) the productive logics of market researchers and ii) their ability to contribute conclusively to the configuration of new business models and corporate strategic decisional processes.
Among other critical “locations”, these transformations occur and/or impact – through non-linear, turbulent and not easily predictable trajectories – at the format and operational scales of markets, the nature and...