Combe, I.A. (1992). Pilot Case Studies to Assess the Effectiveness of the DTI Marketing Consultancy Initiative. Masters thesis, Aston University.
Abstract
This project is a multiple case study investigation into the effectiveness of The Marketing Consultancy Initiative. It attempts to review the methodologies associated with assessing effectiveness, and comes to the conclusion that in this study, a qualitative assessed benefits approach is required. Further, effectiveness is dependent on ones view of consultancy; indicators of effectiveness based on the author’s view have been introduced and interventions in the case study companies have been assessed accordingly. The report concludes that the two most important variables in influencing effectiveness of consultancy intervention are the strategic intent of the client company, and the style model the consultant employed. The findings suggest that in the case studies, the most effective intervention occurred when the strategic intent was of the Analyser and the consultants style was of the Enlightened Doctor/Patient model. Finally, based on there search findings, recommendations are given to increase the effectiveness of interventions, and therefore of The Marketing Consultancy Initiative.
Publication DOI: | https://doi.org/10.48780/publications.aston.ac.uk.00021864 |
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Divisions: | College of Business and Social Sciences > Aston Business School |
Additional Information: | Copyright © Combe, I.A. 1992. I.A. Combe asserts their moral right to be identified as the author of this thesis. This copy of the thesis has been supplied on condition that anyone who consults it is understood to recognise that its copyright rests with its author and that no quotation from the thesis and no information derived from it may be published without appropriate permission or acknowledgement. If you have discovered material in Aston Publications Explorer which is unlawful e.g. breaches copyright, (either yours or that of a third party) or any other law, including but not limited to those relating to patent, trademark, confidentiality, data protection, obscenity, defamation, libel, then please read our Takedown Policy and contact the service immediately. |
Institution: | Aston University |
Uncontrolled Keywords: | DTI marketing initiative,marketing,consultancy |
Last Modified: | 14 Apr 2025 11:15 |
Date Deposited: | 21 Mar 2014 16:50 |
Completed Date: | 1992-12 |
Authors: |
Combe, I.A.
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