Abstract:

When, as we are, you are marketing a number of major products across all the national frontiers of Europe, there is a very real need for research that is on the one hand, pan-European and yet on the other hand takes account of the differences between countries. Let us look closely at these two individual needs and then assess how best they can be brought together in the shape of actionable European research. The way in which we intend to do this this afternoon is to cover the general principles first, and then illustrate these with a case history.