Leading the Way in Organisational Action Planning: Extending the Researcher's Role from Collaborator to Catalyst

Hal Daume

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. It is, as the theme of this Congress wisely states: The Race for Innovation. Where the traditional role of the researcher typically ends with delivery of a studys analysis, today this may mean that the job is only half-done. Unless actions are taken as a result of the research, the research itself can offer no return on the investment made, and...

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