Making Sense Of Market Intelligence

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Executive Summary

Making critical decisions without sufficient information is a typical problem companies face. While information is unlimited, time and budgets are not. Busy executives are accustomed to making difficult decisions based on imperfect information. However, in today's climate, executives are far more accountable to stakeholders than in the past - they cannot afford to be wrong about major decisions that put significant assets at risk. Typical among these critical business decisions are those that deal with launching a new product line or entering a new market. Historically, companies have engaged market research to address these needs. However, for companies in the Business to Business (B2B) sector, fast moving trends require a dynamic rather than static view of the market - market intelligence rather than market research.

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