Synchronize/Destabilize

Ashref Hashim and Herman J. Milligan Jr.

Using a case study approach, the paper discusses characteristics of the client-provider relationship that can foster synchronization or destabilization.

Synchronize / Destabilize

Dynamics in the client-provider relationship

Herman J. Milligan, Jr. Wells Fargo & CompanyAshref Hashim The Blackstone Group Inc.

DEFINING SYNCHRONIZATION

What is Synchronization?

For this paper, we define synchronization as an interconnection of the marketing research client, the primary research provider, and third-party organizations that maximizes the benefit to all parties and contributes significantly to achieving their individual business goals.

Our interest in synchronization has led us to focus less on what happens within each organization in the research value chain than on what goes on between organizations. Underlying our analysis of this phenomenon...

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