Purpose: Defines a useful context for the concept of market insight and explains how “small data” can illuminate new pathways to such insight and potentially to better market strategies. Design/methodology/approach: Using an illustrative case the article provides a guide to transforming...

Purpose: By clearly mapping the pathway for managing the early stages of any marketplace analysis project, its definition, scope, framing, focus, perspective, context, imagination and data choices – the odds of generating important strategic insight can be greatly increased for executives as...

Many experts attribute Japan's spectacular economic success to superior management techniques. But the real key to Japan's performance may be outstanding marketing skills.