From building brands to building businesses

Date of publication: September 1, 1993

Abstract:

This paper examines the relevance of market research as a discipline to the area of business strategy; and makes the case that market research can contribute significantly, not just in the area of building brands but in the area of building businesses as well. However in order to do so, it needs to overcome some of its current limitations, which by and large, are more in the area of its mindset than its skill bag.

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