Having briefly read the article by Daniel et al and the model it describes, I would like to point out some positive and negative points I found with the methodology.
Positives:
The research primarily used interviews as the methodology. By using marketing and sales professionals from a wide range of industry sectors, the authors were able to conduct a broad analysis.
A further positive that can be identified is that the information provided in the interviews were from current practitioners and therefore had ‘real-life’ applicability.
Negatives:
The research focused on seven companies with five of these being UK based. The research could be even more useful by analysing more companies and also from a wider range of countries.
Another negative that can be found with the companies chosen is the strange range of industry sectors. The industry sectors are not very reflective of the UK with no mention of any companies in the retail sector, telecommunications or the finance sector.
Daniel also went back to her interviewees once the map had been completed to ask for their advice. It is quite likely that the managers would not have enough time to properly spend analysing the map and would therefore agree with her suggestions, even if they are not correct.
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