Using investment-based techniques to prove the ‘bottom line’ value of research and give CEOs what they want

CEOs and market researchers talk a different language. CEOs talk in terms of results – the bottom line, the share price, key financial ratios.
  

Using investment-based techniques to prove the 'bottom line' value of research and give CEOs what they want

Vicki TannerMaitland Tanner & Associates Pty Ltd

During the recession of the early 1990s the author presided over a research department...