Abstract:
Inspired by Boston Consulting Group's 2016 report on 'Rewiring Customer Insight to Generate Growth', the Philip Morris International team in The Philippines took a journey to amplify the value of the insights function. In this paper we would like to share our journey towards that goal, the steps we undertook and its impact. We would first talk about what broad organizational level changes we underwent to enable the journey and then we will also demonstrate its impact by discussing a specific business issue in broad strokes.
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