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| Author: | Heilbrunn, J. |
| Title: | Legal lessons from the Delicare affair - 1: United States. |
| Journal: | Marketing and Research Today
1989 : AUG, VOL. 17:3, p. 151-154 |
| Index terms: | MARKETING RESEARCH LAWSUITS USA PROFESSIONAL ETHICS CONTRACTS |
| Language: | eng |
| Abstract: | The legal position of US research organisations is examined in the aftermath of the Beecham-Yankelovich lawsuit.Though the case didn't go to trial, the lawsuit raised the question who would be the next research company to be held responsible for the failure of marketing venture. Good communication with the partner, building a trust relationship , and contracts can protect them against conflicts. AMA has developed a sample contract. A final protection is insurance. |
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