Chemical market research goes global: Yesterday's strategy: We make it, you buy it. Today's strategy: Who are you, and how can we help you?

The author describes the domain of international market research within the chemical industry. He outlines the various roles that international market research can play in developing new products and sustaining competitive advantage in the market place and international market research techniques. He also offer advice to companies undertaking international market research, based on the experience of his agency, which specializes in international industrial market research.