Exploring Technology and Organizational Capability from the Perspective of Marketing Intelligence

2021 ◽  
Author(s):  
Sushant Kumar Vishnoi ◽  
Teena Bagga ◽  
Anuj Tripathi
Keyword(s):  
Organizational Capability ◽  
Marketing Intelligence

Developing the capability of marketing intelligence

2015 ◽  
Vol 22 (7) ◽  
pp. 1341-1359 ◽  
Author(s):  
Wei-Shong Lin ◽  
Jing-Wen Hsu ◽  
Ming-Yih Yeh
Keyword(s):  
Firm Performance ◽  
Tacit Knowledge ◽  
Market Orientation ◽  
Organizational Capabilities ◽  
Small Scale ◽  
Marketing Capabilities ◽  
Marketing Capability ◽  
Organizational Capability ◽  
Content Type ◽  
Marketing Intelligence

Purpose – The purpose of this paper is to help firms to create competitiveness by developing marketing capabilities. It analyzes how the component and architectural competences affect and enhance market orientation and firm performance. Design/methodology/approach – Built on the theories of organizational capability, knowledge creation, and market orientation, this research develops the contents of marketing capabilities, including component and architectural competences that contribute to marketing capability by responding to external changes, and analyzes their influence on market orientation and firm performance. Findings – The study reveals the following effective marketing capabilities which benefit to marketing performance. First, hiring and retaining employees with higher professional, local, and specific knowledge. Second, firms with higher tacit knowledge enhance market orientation. Third, arranging employees into teamwork to implement marketing tasks. Fourth, assigning employees into small-scale experiments on creative proposals. Fifth, standardizing procedures of generation, dissemination, and response of marketing intelligence. Sixth, providing written market information and training programs to non-marketing staff. Seventh, appropriately delegating to staff. Eighth, establishing apprenticeship among the staff to deliver experiential know-how. Research limitations/implications – From a dynamic capability perspective, this research construct the two kinds of marketing competences and examine their effect on market orientation and firm performance. For further understanding the complementary effects of marketing capabilities, market orientation, and synergistic performance, a larger sample data (e.g. product, market share, sales, characteristics of staff, firm, and knowledge, etc.) and objective evaluation are encouraged. Otherwise, from the viewpoint of agency theory, the incentive system should also be discussed. Practical implications – This research has potentially significant implications for knowledge management and marketing management fields as well as managerial practice. The results suggest the importance of marketing capability for market orientation and firm performance. Originality/value – Marketing resources and marketing capabilities are significant drivers of firm performance, and their impact is greater when they are complementary to each other. This study takes the perspectives of organizational capabilities and market orientation to find out the factors which contribute to marketing capability and performance. This study provides practitioners with a framework for analyzing marketing capabilities as an object of improving firm performance by creating market orientation. Furthermore, this research empirically introduced strategic specific competence (tacit knowledge and autonomy) into the model and tests their effect of market orientation and firm performance.

Executive Coaching as an Organizational Capability

PsycCRITIQUES ◽  
2007 ◽  
Vol 52 (28) ◽  
Author(s):  
Richard W. Ackley ◽  
Tiffany A. Guske
Keyword(s):  
Executive Coaching ◽  
Organizational Capability

FROM HUMAN BRAIN TO MARKETING INTELLIGENCE: AN EYE TOWARD THE FUTURE

2016 ◽  
Author(s):  
Eun-Ju Lee ◽  
Dong Hyun Kim ◽  
Yoonjeong Choi
Keyword(s):  
Human Brain ◽  
The Future ◽  
Marketing Intelligence

EXPRESS: The Gift of Data: Industry-Led Food Reformulation and the Obesity Crisis in Europe

2020 ◽  
pp. 074391562098384
Author(s):  
Norah Campbell ◽  
Sarah Browne ◽  
Marius Claudy ◽  
Melissa Mialon ◽  
Hercberg Serge ◽  
...  
Keyword(s):  
Public Health ◽  
Food Industry ◽  
Processed Food ◽  
Policy Makers ◽  
Intelligence System ◽  
Gift Economy ◽  
Nutrition Policies ◽  
The Gift ◽  
Marketing Intelligence ◽  
The Impact

Ultra-processed food manufacturers have proposed that product reformulation should be a key strategy to tackle obesity. In determining the impact of reformulation on population dietary behaviours, policy makers are often dependant on data provided by these manufacturers. Where such data are “gifted” to regulators there may be an implicit expectation of reciprocity that adversely influences nutrition policies. We sought to assess Europe’s industry-led reformulation strategy in five countries deploying critical policy studies as an approach. We found that interim results on industry-led food reformulation did not meet their targets. Information asymmetries exist between food industry and policy makers: the latter are not privy to marketing intelligence and must instead rely on data that are voluntarily donated by food industry actors. These data represent a distorted snippet of the marketing intelligence system from whence they came. Because these data indeed bear all the hallmarks of a gift, regulatory and public health authorities operate within a gift economy. The implications of this “data gift economy” are strategic delay and goal-setting when the field is not visible. Ultimately, this could diminish the implementation of public health nutrition policies that are contrary to the commercial interests of ultra-processed food producers.

Analyzing online discussion for marketing intelligence

2005 ◽  
Author(s):  
Natalie Glance ◽  
Matthew Hurst ◽  
Kamal Nigam ◽  
Matthew Siegler ◽  
Robert Stockton ◽  
...  
Keyword(s):  
Online Discussion ◽  
Marketing Intelligence

THE SALES FORCE AS A MARKETING INTELLIGENCE SYSTEM

1988 ◽  
Vol 3 (1) ◽  
pp. 53-59 ◽  
Author(s):  
Troy A. Festervand ◽  
Stephen J. Grove ◽  
R. Eric Reidenbach
Keyword(s):  
Sales Force ◽  
Intelligence System ◽  
Marketing Intelligence

Searching Dimensions and Directions for Digital Innovations Within the Insurance Industry

2021 ◽  
Vol 12 (2) ◽  
pp. 63-89
Author(s):  
Heini Hyttinen ◽  
Hannu Kalevi Kivijärvi ◽  
Anssi Öörni
Keyword(s):  
Insurance Industry ◽  
Principal Component ◽  
Knowledge Synthesis ◽  
Insurance Companies ◽  
Process Automation ◽  
Structured Interviews ◽  
Organizational Capability ◽  
Pension Insurance ◽  
Digital Innovation

Discovery of digital innovations is a key organizational capability for sustaining competitive advantage. Despite its importance, discovery of digital innovations is still ill understood. In this paper, the authors seek to provide a theory-based practice for digital innovation discovery. To meet this objective, they source the theories of knowledge and knowledge combination. Data for this case study were collected through semi-structured interviews and a quantitative questionnaire from three pension insurance companies. The data were analyzed by using principal component analysis and by constructing biplots based of the results. Two significant dimensions in the digitalization needs that guide knowledge synthesis were recognized: the importance of adopting the enabler and the volume of resources needed to adopt the enabler. A closer look at the enablers revealed that the most business-critical current digital business enablers for the pension insurance industry are business process automation, online services, and big data.

scholarly journals Behavioral Loyalty and Attitudinal Loyalty: Malaysian’s Intention on Counterfeit Clothing and Footwear

2012 ◽  
Vol 2 (1) ◽  
pp. 106 ◽  
Author(s):  
Annie Ng Cheng San ◽  
Choy Johnn Yee
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Marketing Intelligence ◽  
Counterfeit Products ◽  
Relationship Of ◽  
The Relationship ◽  
Practical Implications

Purpose: The research aim to clarify the relationship of brand loyalty: attitudinal and behavioral loyalty with the Malaysian purchase intention on pirated clothing and footwear in order to gain better understanding in developing advance countermeasure.Design/ Methodology/ Approach: A quantitative research is used to obtain the first hand information. 380 sets of personally- administrated questionnaires were distributed in Malaysia -Penang’s Batu Ferringhi Night Market. A variety of statistical analysis techniques were used.Findings: The findings suggested brand loyalty: attitudinal and behavioral have a significant relationship with the purchase intention of counterfeit products. Under the two brand loyalty concepts, the behavioral loyalty had a greater negative association with the consumer intention on counterfeit.  Practical implications: The paper provided in dept knowledge about the consumers motivation on counterfeit products and the information of marketing intelligence strategy-branding which available for the marketers and genuine manufacturers in better eradicate the counterfeit activities.Research Limitations: The paper was primarily focus on the counterfeit clothing and footwear. Although the focus and sample size is adequate and accepted but the generalizability of study may be limited and cannot consider as representative collectively for the whole of Malaysia and other pirated products. Secondly, the quantitative research used had limited the further insight of other unknown variables or factors that do not included. 

Market Influence Analytics in a Digital Ecosystem

2012 ◽  
Vol 2 (4) ◽  
pp. 42-53 ◽  
Author(s):  
Vandana Ahuja
Keyword(s):  
Negative Impact ◽  
Information Age ◽  
Product Positioning ◽  
Careful Evaluation ◽  
Digital Ecosystem ◽  
New Business ◽  
Marketing Intelligence ◽  
Micro Level ◽  
Viral Proliferation ◽  
Insight Into

The internet provides opportunities for marketing which extend from the micro level of electronic contacts to the macro level of new business opportunities. As the democratisation of consumer expression leads to a viral proliferation of information online, the new age communication ecosystem has prompted the need for a careful evaluation of the potential of what is being called Consumer Generated internet content, creating new challenges for Marketing Intelligence. These offerings of the Information age have garnered adequate potential to engineer business transformations. Consumer Generated Media (CGM) comprises the content generated by consumers within online venues such as Internet forums, Blogs, Wikis, discussion lists, etc. Leveraging CGM and channelizing it appropriately has become critical for organisations for understanding and managing market performance, product positioning, and driving brand reputations. The biggest challenge in front of organizations now is to harvest CGM to help marketers gain insight into the online market conversations taking place. Efforts are on by marketing in organizations to track the volume, origin, flow, and trajectory of the conversations in real time as they evolve, study the domain of Individual Internet Worth and map the scope, reach and influence of the same on topics that might have a positive or negative impact on a company’s products, promotions, and reputation.

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