Creating a Market-Driven Organization
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Magazine: Fall 1999
- Research Feature
- Read Time: 32 min
Why a company can lose touch with its market and how to reorient it through a successful change program.
Consumer Engagement
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Listening to the Customer — The Concept of a Service-Quality Information System
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Magazine: Spring 1997
- Research Feature
- Read Time: 24 min
To improve service, companies must use multiple research approaches among different customer groups to ensure that they are hearing what customers are saying and responding to their suggestions.
Ambush Marketing — A Threat to Corporate Sponsorship
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Magazine: Fall 1996
- Research Feature
- Read Time: 26 min
As the corporate sponsorship of sports events has grown, so too has the practice of ambush marketing. Is the practice legal and ethical? How can a legitimate sponsor counteract the effects of an ambusher?
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