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The relationship between business unit strategy and the use of market research

Valos, Michael and Bednall, David 2003, The relationship between business unit strategy and the use of market research, in ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings, ANZMAC, Dunedin, N.Z., pp. 1610-1616.

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Title The relationship between business unit strategy and the use of market research
Author(s) Valos, Michael
Bednall, David
Conference name Australian and New Zealand Marketing Academy. Conference (2003: Adelaide, South Australia)
Conference location Adelaide, South Australia
Conference dates 1-3 December 2003
Title of proceedings ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings
Editor(s) Kennedy, Rachel
Publication date 2003
Start page 1610
End page 1616
Publisher ANZMAC
Place of publication Dunedin, N.Z.
Summary A study of 42 Australian marketing managers was conducted linking strategy to the use of market research, with a measure known as USER. It was expected that the Miles and Snow strategic typology with its greater emphasis on internal organisational culture, practices and structure would be more powerful than the Porter strategic dimensions in determining the motivation and actual use of market research. The findings showed that neither strategic typology was superior in predicting market research practice. In the study, the USER characteristics most linked to strategy were “the misuse of market research for political purposes” and “internal improvements based on market research.” Two other USER factors “rational use of market research findings” and “use of market research to confirm decisionmaking” were not found to be related to marketing strategy.
ISBN 0868039837
9780868039831
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005182

Document type: Conference Paper
Collections: School of Management and Marketing
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