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Case Studies in Becoming More Market Driven
January 2001
Summary: Each year, Expertise Marketing
conducts a research study on a single marketing challenge
faced by professional service firms. The study is
conducted using a written questionnaire and is concluded
with a report of the findings containing insightful
analysis and numerous charts and graphs.
This year, the topic of our study is “Becoming
More Market Driven: How are Professional Service Firms
Getting Closer to their Clients?”
In addition, and in response to past participants
who have asked to see more, we expanded our research
efforts to include findings from a number of interviews.
We conducted telephone and in-person interviews with
professional service firm leaders across the U.S.
and Canada, to learn about the actual steps their
firms took to get closer to their clients. We asked
about their implementation of tactics to accomplish
competitively advantageous goals, what steps they
took, what pitfalls they overcame, who was responsible
and what their results were. We then selected fifteen
of the interviews to include in this report, Case
Studies in Becoming More Market Driven – Professional
Service Firms, which serves as a companion to our
2001 Annual Research Report.
Thirty-eight page report presented as a PDF file.
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