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Research papers

The evolution of the global consumer insight capability

This paper describes how the market research function at Ford Motor Company has successfully transformed itself to help meet the corporate objectives set forth by senior management. The company became committed to “Delivering on the promise...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Art Redmond, Jack McDonald, Ducan Lawrence
September 23, 2001
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Citation

Redmond, McDonald and Lawrence (2001a, September 23). The evolution of the global consumer insight capability. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-evolution-of-the-global-consumer-insight-capability