Citation:
Stan Maklan, Simon Knox, Lynette Ryals, The Use of Action Research in Marketing Strategy Development. Proceedings of the 37th European Marketing Academy Conference (EMAC 2008), Brighton, UK, 27-30 May 2008
Abstract:
One of the key roles of market research has been to help reduce risk in
marketing strategy development. However, traditional market research is in
danger of being left behind by new practices in Sales, Marketing, and Business
Development. Reflecting an increasingly participative approach to employee and
customer relationships, these disciplines are moving towards greater involvement
of front line staff and customers in the co-creation of value for companies. The
authors illustrate how Action Research can provide tools and methods by which
market researchers can assist and improve this co-creation process for both
commercial and not-for-profit organisations. The implications for market
researchers and research practices in strategy development are identified.