Abstract:

Unlike love stories, where the plot initially unfolds in a joyful and colourful mood, this business case takes place in the middle of harsh pressing forces. The first of those is a challenge our industry has been debating for several years now: ever-diminishing budgets and a place in the organisational structure located increasingly further away from the C-suite (a place which, by the way, is more often occupied these days by data science-centric roles). The second force is a trend some large multi-nationals seem to be embracing despite its yet unproven effectiveness: the corporate vision to build global capabilities exercised locally (what we call "glocal"), which in practice for us researchers means a central business intelligence unit takes over our role as a supplier of business facts and findings.