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Case: The Generation of Market Intelligence in a Medium-Sized Food Company

  • Klaus G. Grunert
  • Hanne Hartvig Larsen
  • Tage Koed Madsen
  • Allan Baadsgaard

Abstract

In chapters 3 to 6 we discussed various methods for generating market intelligence about consumer and distributor characteristics. In this chapter, we look at the way in which some of these methods were used in a Danish food company, and show which conclusions could be drawn on the basis of the intelligence generated (the case is described in more detail in Baadsgaard, Bisp, Brunsø, Grunert & Skytte, 1994).

Keywords

Product Category Focus Group Interview Product Concept Promotional Material Retail Chain 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Kluwer Academic Publishers 1996

Authors and Affiliations

  • Klaus G. Grunert
    • 1
  • Hanne Hartvig Larsen
    • 2
  • Tage Koed Madsen
    • 3
  • Allan Baadsgaard
    • 1
  1. 1.MAPPThe Aarhus School of BusinessDenmark
  2. 2.Copenhagen Business SchoolDenmark
  3. 3.Odense UniversityDenmark

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