Viewpoint – Response to Don Schultz’s Viewpoint ‘We can do better’

This piece is a response to Don Schultz's Viewpoint, 'We can do better' (IJMR 47,5), which criticised the research industry for focusing on tactical issues and offered a new solution as to how the industry could become more strategic.


Jorge Garcia-GonzalezJGG Consulting, based in Argentina.


Yes, we can always do better, and do it faster. Professor Schultz ('We can do better', IJMR, 47, 6) states that the solution he presented at ESOMAR's 2005 conference 'was so powerful that it was simply ignored'. But, perhaps because he comes from a different field, he ignored the fact that the same solution, with quite a few additional and enriching variants, has already been extensively discussed and acted upon for quite a time.

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