Additional Information


Content

Building the Matrix: A Case Study in Teamwork Among Strategic Planners and Market Researchers.

Researchers were able to blend their roles together with those of the strategic planners and were thereby able to enhance the value of research to the business. The case study illustrates how and why such a role-blending approach adds business value. Paper by Carol K. Galvin, Bernardette Delamar, Luis H. Rodriguez, NOP.

Share this article

Introduction

This paper presents a case study wherein the authors collaborated to apply the data gathered in a large segmentation research project to the strategic planning process at Lotus Software Division of IBM Corporation.

Researchers were able to blend their roles together with those of the strategic planners and were thereby able to enhance the value of research to the business. The case study illustrates how and why such a role-blending approach adds business value.

Contents headlines

The fundamental issue: Business value

The Market Intelligence Professional

The Research Provider Professional

Study overview

The story so far

The strategic planner joins the information flow

The strategic planning process

The next level

Channel contact example with segments overlaid

First level of integration: Blending across traditional roles

Second level of integration: Blended team in business processes

A different way of engaging

Lessons learned

To view this paper, click on the link below. Adobe Acrobat reader required.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

Back to top ^