Global Market Research Case Study Analysis When deciding whether a company should expand its business into a global market, it is important to conduct market research. Global market research collects and compiles data and information and identifies possible problems that an organization may face. Conducting market research is a positive step in starting a globalized marketing strategy. Sperry/MacLennan Architects and Planners David Aaker, V Kumar and George Day (2007) present a case study of an architectural organization focusing 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 a “local market presence and meets licensing requirements” (p. 72). Unfortunately, the growth the company experienced began to slow and resulted in a change in direction. Sperry/MacLennan began to focus on providing innovative recreational facilities and partnered with Creative Aquatics to success and receive numerous awards. Situation Sperry/MacLennan architects and designers have had great success in recreational facilities geared towards summer activities. However, as the winter months approach, the company is starting to face a decline in business. Junior partner Mitch Brooks is developing a plan to export the firm's services to combat the problem of declining business. The company is evaluating the possibility of developing educational athletic facilities and believes there is a venture opportunity available in the New England market, and has the anticipated goal that designing two athletic facilities per year will offset the loss of business and will attract new professionals... . half of the paper ......expansion or select a different approach.Works Cited Aaker, D.A., Kumar, V., & Day, G.S. (2007). Market Research (9th ed.). Hoboken, NJ: John Wiley & Sons. Kimbrough, M., Mcalister, L., Mizik, N., Jacobson, R., Garmaise, M., Srinivasan, S., & Hanssens, D. (2009). Comments and rejoinder to “Marketing and Business Value: Metrics, Methods, Results, and Future Directions.” Journal of Market Research (JMR), 46(3), 313-329. doi:10.1509/jmkr.46.3.313Moeller, M., & Harvey, M. (2011). Marketing managers abroad: Problems associated with hiring 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