Companies need information that they can not obtain themselves.
Therefore, it is a practice to seek research and advice from external service providers who conduct market research, assess the competition or are better versed in marketing.
Many of these activities are very similar to classic ghostwriting – except that this term is rarely used when external companies collect data, write reports and recommend action.
However, there are also differences between the two related services business consulting and ghostwriting:
Business consultants usually cultivate their secret knowledge, a supposedly safe formula for success and terms that each have their own economic cycles: Thus, the rhetoric of the bottleneck-concentrated strategy on the Diversification towards concentration on core competences. These terms serve to represent the consultants as high-profile experts. Every company has to ask to what extent it is necessary to use such consulting services. For behind the reports often hide facts that are known to the management even without costly external consultants. In some cases, it is even the strategy of management to shift the responsibility for an uncomfortable step – such as a mass redundancy – to external companies.
It certainly becomes critical when consulting firms request insight into the company’s internal data.
This raises the question of whether these data are actually treated confidentially, or whether they are incorporated into the knowledge of the consultants, to be forwarded to the competition for the next order for a fee.
Academic ghostwriters are usually used to work largely independently and not to be blinded by melodious business rhetoric. In addition, they usually work more effectively when it comes to bringing together scientific findings and translating them into concrete recommendations for action.