Perpetual Change
"... there are no permanently excellent companies, just as there are no permanently excellent industries."Change is now a constant. Product life cycles are shortening and customer expectations are shifting. It is very challenging for a business firm to sustain its competitive edge.
W. Chan Kim & Renee Mauborgne, Blue Ocean Strategy
To get ahead of change, a business firm needs current market information to gain insights into customer needs and to anticipate market movements. Many turn to marketing research as a way to gather up-to-date market intelligence and to pinpoint industry trends.
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