Global Marketing Research Case Study AnalysisTo decide whether a company should expand its business in a global market, it is important to conduct market research. Global market research gathers and collects data and information and identifies possible problems that an organization may face. Conducting market research is a positive step in launching a global marketing strategy. Sperry/MacLennan Architects and PlannersDavid Aaker, V Kumar and George Day (2007) present a case study of an architectural organization that focuses on recreational facilities, Sperry/MacLennan Architects and Planners (S/M). The company was founded in 1972 and grew rapidly as the economy expanded. The organization provides “local market presence and meets licensing requirements” (p. 72). Unfortunately, the growth the company was experiencing began to decline and led to a change in management. Sperry/MacLennan began focusing on providing innovative recreational facilities and partnered with Creative Aquatics to achieve success and receive several awards. SituationSperry/MacLennan architects and planners have had great success in recreational facilities oriented toward summer activities. However, as the winter months approach, the company begins to face a decline in business. Junior partner Mitch Brooks is developing a plan to export the company's services to combat the problem of declining business. The company plans to develop educational sports facilities and believes there is an opportunity to do so in the New England market. Its objective is that the design of two sports facilities per year will compensate for the loss of business and attract new professionals. . middle of paper......expansion or to select a different approach. Works Cited Aaker, DA, Kumar, V. and Day, GS (2007). Marketing Research (9th ed.). Hoboken, NJ: John Wiley & Sons. Kimbrough, M., Mcalister, L., Mizik, N., Jacobson, R., Garmaise, M., Srinivasan, S. and Hanssens, D. (2009). Comments and Reply to “Marketing and Business Value: Measures, Methods, Results, and Future Directions.” Journal of Marketing Research (JMR), 46(3), 313-329. doi:10.1509/jmkr.46.3.313Moeller, M. & Harvey, M. (2011). Expatriate Marketing Managers: Issues Associated with Staffing Global Marketing Positions. Journal of International Marketing, 19(4), 1-16. doi:10.1509/jim.11.0031Rudawska, E. (2011). The influence of customer relationships on the market value of a bank -- a methodological perspective. Journal of Customer Behavior, 10(2), 181-199. doi:10.1362/147539211X589573