Hill, Terry and Westbrook, Roy (1997) Strategic development of manufacturing market analysis for investment priorities. European Management Journal, 15 (3). pp. 297-302.
Emphasizes the need for thorough market analysis in the development of a manufacturing strategy, and reports on evidence which indicates that UK companies are failing in the task of analysis. Draws on case examples from the government-inspired manufacturing, planning and implementation scheme (its projects were in two parts ™ market review and selection of appropriate technologies) in studying methods used, the outcomes and the role of the analytical co-ordinators (operations-management academics). Discusses market-review activities, e.g. customer surveys, and their weaknesses in terms of coverage, verification, segmentation and definition.
|Keywords:||Market Survey Techniques; Evaluation; Market surveys|
|Centre:||Faculty of Operations Management|
|Date Deposited:||05 Feb 2012 15:42|
|Last Modified:||23 Oct 2015 14:06|
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