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Continuous learning about markets

George S. Day (Professor of marketing and director of the Huntsman Center for Global Competition and Innovation at the Wharton School of the University of Pennsylvania.)

Planning Review

ISSN: 0094-064X

Article publication date: 1 May 1992



When talking about continuous learning organizations, the word “continuous” bears emphasis. “Continuous” is used in the sense that one does not conduct a single study at a single point in time and then use it as a basis for all following activities. I worked on mapping new product development processes at a major manufacturer of telecommunications gear. We mapped their processes for four years, from conception to launch; at the beginning of the process they hired a consulting firm to do a major study of the market.


Day, G.S. (1992), "Continuous learning about markets", Planning Review, Vol. 20 No. 5, pp. 47-49.




Copyright © 1992, MCB UP Limited

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