Abstract:

This paper traces the evolution of the marketing research function within what is now Knoll Pharmaceuticals and what was, until April 1995 Boots Pharmaceuticals. It draws on relevant experiences over the last sixteen years to illustrate the central point that the successful future of international marketing research functions or departments (whatever their titles) will not be dependent on the extent to which our role or tasks are centralised or decentralised, but our strength and even our survival will be based on central and local co-operation and interdependence.