This paper provides practical strategies for fostering a culture of innovation throughout your entire organization, a culture that both stimulates and places a high value on creative thinking and teamwork.
The paper reviews the work of a technical group designing a new specification for industry radio research. The group represents commercial broadcasters, public sector broadcasters, and advertisers and/or agencies. The paper discusses the limitations of current research and the impact of the changing nature of the radio broadcasting environment. Some methodological work is described and presents conclusions on the characteristics of a specification to meet various users requirements.
Unilever has been actively launching new brands in the Japanese market as well as maintaining and expanding its presence in other Asia-Pacific markets. At the root of the approach has been a combination of using internal expertise in marketing techniques and experience, and a disciplined but creative approach to market research. It is a teamwork approach where the market researcher represents the consumer in the internal decision making process: by being a member of the marketing team, the researcher makes use of the findings from research studies ranging from the most simple to the most complex in such a way that the techniques are totally transparent to the rest of the team. The continuum of research is bound into a single process, taking the disciplines and philosophy of modelling, together with a common view of consumer behaviour, as the shell into which to fit various components from set of research techniques available. A series of mini case studies exemplifies the process as it occurred in a number of markets in the region.
One of the aims of the Brugge program committee was to stimulate interactions between seminar delegates. Four working groups were asked : 1) To establish specific delegates needs with respect to the particular subject: classifying consumers/users 2) To organise in-depth discussions about a number of relevant aspects of the application and implementation of classification techniques presented by the various speakers 3) To report back on plenary meetings in order to inform co-delegates and speakers and to exchange ideas and viewpoints.