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Chapter 5 Research to Create Enterprise Value

DOI: 10.23912/978-1-910158-78-4-2907

ISBN: 978-1-910158-78-4

Published: January 2016

Component type: chapter

Published in: Enterprise and its Business Environment

Parent DOI: 10.23912/978-1-910158-78-4-2851



Understanding customers and gaining insight into the context in which the business is operating is key to creating a relevant, valuable offering. In order to secure funding, market research features prominently in business plans and is viewed as a necessity when setting up an enterprise or before the launch of a new product or service. For established businesses, continuous research helps keep abreast of turbulent business environments where new competitors emerge, customer tastes change and new opportunities develop. Research can help answer the following questions: who are the customers, where are they, what do they want, how can they be reached and why is this business different from others? This chapter will introduce some of the more readily available sources that can be helpful in discovering trends, and will evaluate a range of appropriate tools that can help improve business decisions.

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  • Geraldine McKay (Author)
  • Linda Phillips (Author)

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McKay & Phillips, 2016

McKay, G. & Phillips, L. (2016) "Chapter 5 Research to Create Enterprise Value" In: Arshed, N., McFarlane, J. & MacIntosh, R. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-910158-78-4-2907


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