This paper provides guidelines to marketing researchers - both corporate and consultant - for moving from data- and information-providing collaborators to organizational catalysts by taking the lead in moving from information analysis to goal- and objective-setting, strategy development, and tactical action planning.
Leading the Way in Organizational Action Planning: Extending
the Researcher's Role from Collaborator to Catalyst
Hal Daum
Inter-National Consulting Group, LLC, US.
SITUATIONAL OVERVIEW
Innovation in marketing research is no longer a luxury; it is an imperative....
