The Use of Action Research in Marketing Strategy Development.

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dc.contributor.author Maklan, Stan -
dc.contributor.author Knox, Simon -
dc.contributor.author Ryals, Lynette -
dc.date.accessioned 2011-04-21T23:20:15Z
dc.date.available 2011-04-21T23:20:15Z
dc.date.issued 2008-05-01T00:00:00Z -
dc.identifier.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 en_UK
dc.identifier.uri http://dspace.lib.cranfield.ac.uk/handle/1826/3080
dc.description.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. en_UK
dc.language.iso en_UK en_UK
dc.subject Action Research en_UK
dc.subject Marketing Strategy Development en_UK
dc.subject Case Study Analysis en_UK
dc.title The Use of Action Research in Marketing Strategy Development. en_UK
dc.type Conference paper en_UK


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