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Q:

Centralized vs decentralized research function

Asked on 30 August

Our company is considering moving to a centralized research function. Especially in the current economy, we would like to leverage research more effectively from a data and budget perspective and prioritize/minimize access to customer lists.

Currently anyone with a research need in the business units can initiate a primary research project if they have the budget. They might come to corporate marketing if they need initial consultation but it is not required.

Does your company have a centralized or decentralized research function? What are the pros and cons of each, and what are the general firmographics of your company? (size, approximate revenue).

Thank you.
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