Articles
LINKING MARKETING STRATEGIES WITH RESEARCH
Research is required to be industry driven and supported, relevant, and to provide outcomes that are appropriate to the benefit of the end user.
Great emphasis is placed on product differentiation, adding value anywhere along the value chain – value, the source of which is the marketplace.
It follows then, that research is inextricably linked to marketing.
Research into perennial crops is inherently long term and so there is a problem with providing the market with its requirements in a timely manner when we consider the rate at which the nature of society is changing.
We cannot present a product concept and then announce that it will be available in 5 to 7 years’ time.
What is known, is that the time-poor consumers of today are hungry for anything different or more convenient and that they are willing to pay for it.
It follows then, that the delivery of differentiated products should be afforded a high research priority.
However, it is unrealistic to expect researchers to be marketing experts therefore ongoing, effective communication between the two industry partners is essential.
The result of the development of established strategic partnerships is researchers who are better equipped to deliver outcomes appropriate to market trends and changing industry needs.