For decades, one of the key roles of market research has been to help companiesforecast customer acceptance of innovation and of changes to the marketing mix(the 4Ps). However, traditional market research is in danger of being leftbehind by new practices in sales, marketing and R&D. Reflecting...

This case describes a strategic marketing dilemma facing Tayo Aderinokun, the cofounder and managing director (CEO) of the highly successful Guaranty Trust Bank (GTBank) of Nigeria. In its initial 15 years, GTBank has grown dramatically to become the most respected corporate bank in Nigeria,...

Purpose – The purpose of this paper is to illustrate the practical application of dynamic capabilities theory to improve investment decisions in customer relationship management (CRM). Design/methodology/approach – Action research (AR) allows managers to raise the tacit knowledge of their...