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FT Essential Guide to Developing a Business Strategy by Vaughan Evans

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Appendix: Structured interviewing

A structured interviewing programme of customers, suppliers, competitors and industry observers is the essential research for a strategy development process. It is the most methodical and potentially enlightening way to obtain the basic information needed to derive your firm’s competitive position – and from there to draw up your business strategy.

Here’s how to do structured interviewing of customers:

  • Select a representative range of interviewees.
  • Prepare your storyline.
  • Prepare a concise questionnaire.
  • Interview them, through email, telephone or face-to-face.
  • Thank them and give them some feedback.

The interviewees

The interviewees should represent a broad cross-section of your business, including:

  • Customers ...

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