This paper presents a case study on competitive strategies of TNS Korea, the leading marketing research company in Korea. The case study shows that core competences of TNS Korea are its scientific expertise and customer-oriented consulting service and that these two core competences are sustained and further improved by implementing comprehensive human resource development strategies. The successful competitive strategies of TNS Korea provide significant managerial implications to firms in marketing research and other industries.
Ha, Young Won; Kim, Ju Young; and Kim, Jin Gyo
"과학적 마케팅 의사결정을 위한 전문화된 고객지향 정보창출,"
Asia Marketing Journal: Vol. 10
, Article 4.
Available at: https://amj.kma.re.kr/journal/vol10/iss3/4