Radiance Blog

Why a company’s stated strategy is so important to ultimately understanding its External Situation and Environment. In order for the Internal Assessment process to be relevant to a marketing executive and the marketing planning process, we view the assessment as taking place both at the macro-company level as well as at the marketing organization level [...]

Where does Ansoff’s Matrix and product-market strategy fit in the strategic marketing process? So, we know a data- and information-driven Internal and External Situation Assessment, as partially summarized in some of my previous posts, will provide two main bodies of information: 1) output related to internal business unit strategic strengths and competencies; and 2) a [...]

Marketing managers and executives: What would you do if you were asked to take several of the most common strategy tools and organize them to show how they interrelate for marketing planning and strategic decision making?  (No peeking below!)  The tools and frameworks to be considered, in no particular order, are:  PEST, SWOT, the “5 [...]

The following is a graphic example of the GE/McKinsey matrix, a fairly well-known consulting framework that allows for visual representation of a market(s) that a company serves and where these market(s) are positioned relative to key factors such as level of market attractiveness (high, medium or low) and relative strength of the business unit (high, [...]

That’s not to say that you’re definitely lacking something, but…let’s face it, there’s nearly always room for improvement, and quite often marketing organizations are missing something that’s pretty important. Findings of marketing audits commonly show that organizations typically lack a truly strategic approach in their marketing.  The 1989 reprint and review of the original article (The [...]

Myth: Research doesn’t do anything but sit on the shelf and collect dust. Well…I’d love to raise my nose in the air and snootily say, “That is ridiculous. That sort of thing does not happen!” But I’m pretty sure many of us have witnessed times in which it indeed has been the case. It’s interesting [...]

Myth: Research is only appropriate and useful for testing products or campaigns so that we can make good tactical decisions. If you were to make this comment in front of our company’s principals, they’d likely collide with one another in a mad dash to reach their soapbox – and rightfully so. While we do carry [...]

In case you missed the announcement, we’d like to mention again that here at Corona we’ve recently re-designed our website to be aligned with our customer groups by sector (business, nonprofit, government, and higher education). It was a decision inspired by our desire to acknowledge our customers’ unique needs across each of these areas. Honing [...]

What better way to learn about the quality work Corona does than through the experiences of our various customers? Check out our updated Case Studies to see Corona in action. Over the years, Corona has helped a wide array of customers answer the questions most important to them, and then guide them from insights to [...]

Traditional market research is dead.  I’ve heard this multiple times in the past and I’m betting you have too.  To be fair, traditional market research (often simplified as surveys and focus groups) isn’t without its challenges, but to say it is dead is carving its headstone a little prematurely. So why have so many people [...]