Abstract:

The paper demonstrates how to approach a strategic business issue, analyze it in its entire business context and develop productive solutions. In order to solve certain business issues, one must use a mix of tools and analyses from other disciplines to help arrive at a better solution. Perspectives from both the client and the supplier will be discussed. This paper addresses a central hypothesis that clients and marketing research firms can work together to blur the boundaries between traditional marketing research and business consulting in order to develop more holistic solutions to complex business issues.