The marketing research function in an international pharmaceutical company
The multi-country marketing research function deals by its very nature largely with quantitative information. Making qualitative analyses across borders from a point thousands of miles away is a difficult task and one that is fraught with potential danger, speaking psychologically as well as in practical terms. Therefore, Headquarters studies are largely, but not exclusively, overviews of the world market as opposed to in-depth analyses.
- This could also be of interest