Good Information – Generals Cannot Do without It: : Why Do CEOs Think They Can?

Abstract

When planning a battle the military have intelligence officers as an integral part of the team. In contrast large companies do not have consumer intelligence plugged in at the very top. Market research usually reports well down the organization, often to a functional department like marketing. The failure to use consumer information properly cuts companies off from opportunities and is a major reason for the massive corporate failure seen at General Motors, IBM and Sears. Fortunately failure on this scale is relatively rare; nevertheless consumer information is not used well even in fast‐moving consumer goods companies. This is because information collection and analysis is directed from too low down in the organization and consequently is directed at tactical and not strategic issues. Spectacular business success can occur when consumer information is understood and acted on by business leaders. Taco Bell is one such example. Concludes that there is a need for CEOs who understand the centrality of consumer motivation to planning strategy for their whole business. Moreover CEOs need a creative strategic analyst who knows how to synthesize information to produce creative strategies which mobilize and co‐ordinate the company′s resources to motivate consumers to buy the company′s products and services.

Citation

Cowan, D. (1994), "Good Information – Generals Cannot Do without It: : Why Do CEOs Think They Can?", Marketing Intelligence & Planning, Vol. 12 No. 11, pp. 16-21. https://doi.org/10.1108/02634509410071783