This paper considers the role of business information systems in affecting this change. Not driven by technology but driven by business requirements. We demonstrate how, at Bayer UK, the effective integration of data from multiple sources is rapidly disseminating information to where decisions are being made across the organisation. This, in turn, is starting to cause a paradigm shift in the role of market research. Freedom from time- consuming market analysis encourages a more forward looking pro-active consultancy role: exploring new ways of doing business and ensuring flexibility in a climate of change. The conclusion reached is that the successful implementation of 'decision support' business information systems can be a fundamental component in the transformation of the culture of the corporation: making the organisation more flexible, more adaptable and more responsive to customer needs.