The integration of research into product management

Date of publication: June 15, 1985


Economic environment and C.A.P makes the marketing of agricultural products more and more challenging. As any marketing company, MONSANTO in the context of its culture and its multinational and multi business dimension has gone trough the normal experience curve. This has resulted in a precise definition of function and responsibilities of both Product Management and Market Research department. I will describe functions where Market Research and Product Management have to be partners and the way we operate to make sure that synergy happens. The overall objective of the paper is to stress two points : 1) The importance of the communication between Product Management and Market Research 2) The self imposed discipline that every investment project in Market Research should produce a predictable return.

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