Abstract:

This paper defines the concept of 'the collective' and through a case study, illustrates the leading companies that are implementing it, highlights the implications to research firms and offers strategies for competing in this new landscape. The author explores the ways in which software such as Marketing Resource Management (MRM) and Cross-Channel Campaign Management (CCCM) are changing the face of marketing and are poised to re-organize the market research industry, and suggests how research companies can compete.