Abstract:

The paper analyses the implications of the strategic organisational dynamics of companies that are research users, as a means of proposing new patterns of action for Market Research Agencies. The methodology used was case studies on the strategy and structure of large multinational industrial corporations and Market Research Agencies operating in Brazil, considering the perspective of Latin America as a whole. The principal conclusion of the study is that one of the major constraints to broaden the role of Market Research Agencies is the inadequacy of their patterns of action in front of the emerging strategic organisational dynamics of large corporations-potential market research users.