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Can you provide examples where research was critical for success?


Yes! In our recent Online Competitive Advantage study, we tried to understand what contributes most to the success of a web business. We have used a sophisticated research design to identify the "Key Drivers" of the success.

Suppose you are planning a web business. With a limited budget and time, you certainly need to focus your marketing efforts on the most important areas. Without such marketing research information, you are more likely to focus on what you are familiar with: if you are a tech guy, you may put most of your time and money to improve Internet development techniques on your web site. On the other hand, if you worked in the ad industry, you are more likely to focus on web site promotions.

But our research results show that the most important factor that contributes to the success of a web business is a solid marketing strategy. If you have such research information, you should put your money and time into designing your web marketing strategy. It helps you get on the right track at the very beginning.

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