Abstract:

A two-stage research on a sample of non-marketing functions has shown that there is a gap in information for decision making and this gap could be filled by research. However, various difficulties interfere with the establishment of a good relationship between these functions and researchers. The main problem refers to the image of research and researchers which need to be re-qualified to approach these new segments. The paper terminates by highlighting an opportunity emerged and by indicating a possible strategy for penetration.