Abstract:

This paper, which is a personal view intended to stimulate debate, starts with the premise that any consideration of the positioning and role of the agrochemical marketing research manager in a diversified international company cannot be isolated from examination of the corporate organisation, philosophies and goals of that company. The paper first sets out to categorise, with the aid of simplified diagrams, the main alternative organisations to be found among companies operating in the international agrochemicals field. It examines some of the factors which may be presumed to influence individual managements in selecting from these that most appropriate to their operations and achievement of their objectives at any particular time.