The market research agency of the future

Date of publication: June 15, 1998


The introduction of various internal and external changes in a company leads to new demands being placed on that company’s market research section. Daimler-Benz Aerospace is just one example among a large number of companies operating in the international market. Market research experts need to draw conclusions from the associated fundamental developments and in particular that the efficiency of their overall processes needs to be improved by implementing the basic rules and policies of information management. These improved processes will then form the basis for handling emerging trends in major organisations as in the case of globalisation. In the form of a best-practice study the present paper describes the major developments within and around an international company and discusses the resulting requirement for an Intranet-based information management system for handling business intelligence subjects. Finally the major features and contents of a database system are presented illustrated by the company-wide system already implemented within the Aerospace Division of the Daimler-Benz Group.

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