Pilot Case Studies to Assess the Effectiveness of the DTI Marketing Consultancy Initiative

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.

Date of Award	Dec 1992
Original language	English
Awarding Institution	Aston University