Case Study Analysis on Global Market ResearchBusiness globalization in the global market continues to grow and has major impacts on all business areas (Aaker, Kumar and Day, (2007). International Marketing research is one such area and plays a major role in organizations by facilitating marketing decisions outside the country in which the organization is established Conducting effective global market research requires knowledge and expertise in the areas of customer interests, needs, environmental factors, pricing and products. analyze is the firm of Sperry/MacLennan (S/M), an architectural firm in Dartmouth, Nova Scotia, focusing on their projects to export the company's services overview. , identifies key issues, decision-making on issues, and the value of market research in the global community of interest.Corporate SituationThe Sperry/MacLennan (S/M) firm, established in 1972, was a of architects specializing in recreational facilities in Canadian markets. In 1981-1982, the firm downsized due to the industry downturn resulting in low demand for architectural services. In 1983, S/M was awarded a major project in Canada, which increased its recognition and reputation as an architectural firm specializing in the creative design of sports facilities. This project and the recognition it received came at a landmark time for S/M, as the construction industry rebounded in 1984 and remained strong until 1987. Additionally, S/M received several Canadian architect awards for their design of sports complexes in major areas securing their leading position in architectural services...... middle of paper ...... effective market research can lead to success or the failure of any marketing campaign if the market research function is not properly executed. Globalization is happening in every country and organizations continue to expand into new markets outside their own borders. Global market research contains the information needed to execute decisions that generate high value for organizations. As noted in this article, Sperry/MacLennan used global market research to determine the company's direction. When seeking new markets in other countries, S/M tends to make the best choice to maximize its profits and market share in the long run. Works Cited: Aaker, DA, Kumar, V. and Day, GS (2007). Marketing Research (9th ed.). Hoboken, NJ: John Wiley & Sons. Burns, A.C. & Bush, R.F. (2006). Marketing Research (5th ed.). Upper Saddle River, New Jersey: Pearson-Prentice Hall.