COMMERCIAL RESEARCH FOR POST WAR ACTIVITIES.

The article discusses six ways in which commercial research can be used in planning for post-World War II conditions. The first is to plan for the industrial capacity after the war using measurements from the current production capacity. Next the author suggests that executives look to past references of post-war conditions. Manufacturers should also predict which industries would be likely candidates for taking the firm's output as industries readapt to peacetime conditions. The fourth suggestion calls for the design and production of new products and to determine the probable market for them. Next, firms should reduce marketing expenses by increasing the effectiveness of their marketing strategies. Lastly, firms should gain a knowledge of marketing conditions in a post-war economy.