ABSTRACT
This chapter presents the main models for consultancy and the main ways of doing research in organizations. Schein describes three models of consultation such as purchase model, doctor-patient model, process consultation model. Doing research in organizations involves the participation of organizations. Research in corporate branding involves the corporate identity of the organization, what identity the organization has, what identity the organization wants to have, the image the organization has, but also wants to have among its stakeholders and how this aligns with the corporate identity. The different methods can be used in any order the researcher/consultant finds suitable and logical, normally in close harmony with the organization. It presents basic research methods; the questionnaire/survey, the interview, content or document analysis including social media analysis and insights for portfolio analysis. In Global operating and complex organizations, with different products or services are involved, portfolio or brand portfolio research is very important.
