It's Not the Research, It's the Action after the Research

Abstract

This article aims to demonstrate that although no company carries out market research for the sake of doing research, an industrial supplier, and hence a company operating in an industrial market, can use market research to make a positive contribution not only to its own product but also to that of the final consumer products. Therefore its market research is not just about its own markets and products, but it provides the company with an opportunity to extend the results of the research beyond its own industrial marketing strategy, thus directing it towards its customers' markets.

Citation

Birn, R. and Dickson, B. (1983), "It's Not the Research, It's the Action after the Research", Marketing Intelligence & Planning, Vol. 1 No. 2, pp. 44-56. https://doi.org/10.1108/eb045686