Technical Strategies Of Selective Fmcg Marketers In India

This study aims at providing a better knowledge of Competitor Intelligence tools & techniques. “CHANGES REMAINS UNCHANGED “is a powerful eye-opener key tool. Since when world becomes Digitalized the marketing research also turned into digital form. A common customer never thinks that how our desired product Avails in the market. But the modern marketer could able to read their customer mind without approaching them directly.. for this magical result one corporate company is reading & observing their rival competitor. This article based on an empirical study of Competitor intelligence tools & techniques strategies towards FMCG marketers of India

Competitor intelligence and analysis (CIA) model and online reviews: integrating big data text mining with network analysis for strategic analysis

Purpose This study aims to propose a competitor intelligence and analysis (CIA) model that can be used for the analysis of a firm’s competitors. Empirically, it investigates the application of the CIA model on online reviews. This proposed model clarifies the confusion between terms such as competitive intelligence, competitor intelligence and competitor analysis and provides a more efficient process for managers. Design/methodology/approach The approach of the model integrates text mining techniques as a big data method with network analysis to form a competitor analysis. This study has considered two centrality metrics – degree centrality and betweenness centrality – to identify the functional associations among the resources elaborated by the customers of the hotels. Findings Findings show online reviews may be used as a solid source of intelligence. The intelligence maps visualized through the text-net technique is an efficient representation of tourist satisfaction and dissatisfaction with a tourism company and its competitors. Practical implications The proposed approach can be used in the hotel industry along with many others. The implications for scholars and managers and the possible directions for future research are also discussed in the study. Originality/value This study develops a new approach for competitive intelligence practices in the hotel industry and tests a new method for competitor analysis as a part of the competitive intelligence and analysis approach developed in this study.

Exploring new ways to utilise the market intelligence (MI) function in corporate decisions: Case opinion mining of nuclear power

The challenge in today’s corporations is that even though the technology portfolio of a company plays a crucial role in delivering revenue—falling as a topic mainly under the area of technology management—technology may have a negative image due to observed risks or failing the sustainability criteria. It may influence the company’s image and brand image, possibly also influencing decisions at corporate level. The monitoring of technology sentiments is therefore emphasized, benefiting from the advanced methods for business environment scanning, namely market and competitor intelligence functions. This paper utilizes a new big data based method, mostly utilized in market(MI)/competitor intelligence(CI) functions of the company, opinion mining, to analyse the global media sentiment of nuclear power and projects deploying the technology. With this approach, it is easier to understand the linkage to corporate images of companies deploying the technology and also related corporate decisions, mainly done in the areas of technology market deployment, marketing and strategic planning. The results indicate how the media sentiment towards nuclear power has been mostly negative globally, particularly in social media. In addition, results from similar analyses from a single company’s images for the companies currently deploying the technology are seemingly less negative, indicating the influence of company’s communication and branding activities. This paper has implications showing that a technology’s media sentiment can influence a company’s brand image, marketing communications and the need for actions when technology is deployed. In conclusion, there seems to be a need for better co-operation between different corporate functions, namely technology management, MI, marketing and strategic planning, in order to indicate technology image impacts and also counteract firestorms from social media.

Why you should be interested in intelligence studies

In this issue most articles are reflections (bibliometrics, scientometrics) on what has been done in intelligence studies in business (IS) and more particularly in competitive intelligence (CI) and business intelligence (BI), so some reflections and analysis on the subject proper seems to be appropriate for thesenotes. Almost all articles in IS (CI, competitor intelligence, market intelligence (MI), BI, and competitive technical intelligence (CTI)) are empirical contributions that show how to work more effectively with need to know information in business. Authors submit empirical articles that solve new and specific problems.It can be a new method, the introduction of a new model or the application of some new technology.

Status and Challenges in Implementing Beyond Budgeting: Evidence from Sri Lanka

Due to the weaknesses of Traditional Budgeting and Better Budgeting, budgeting moved to its third wave called Beyond Budgeting. Beyond Budgeting is an alter­native, coherent management model that enables companies to manage performance through processes spe­cifically tailored to suit today’s volatile market. Although, researchers have explained how organisations should move to Beyond Budgeting they have not discussed as to why some organisations are lagging behind in terms of Beyond Budgeting implementation. Therefore, this study intends to address and bridge the above research gap. Specifically, the study investigates how far the existing organizational set-ups support an advanced model called Beyond Budgeting and explores why can or cannot these organisations move to Beyond Budgeting. The study carries out a multiple case study approach because it provides an in-depth analysis of budgetary processes of four reputed Sri Lankan companies. Data was collected through semi-structured interviews and documentation reviews where data triangulation was used to validate the data. Based on the findings the study concluded that in the existing organizational set-ups, leadership principles of Beyond Budgeting were strongly present compared to process principles. It was also found that complications in setting rolling forecasts, bureaucracy, lack of virtues, dependency culture on budgets to evaluate performance, perceiving dynamic goals as too ambiguous to set and lack of competitor intelligence as main barriers of moving to Beyond Budgeting concept.

THE EFFECT OF COMPETITIVE INTELLIGENCE ON MARKETING CAPABILITIES AND ORGANIZATIONAL PERFORMANCE

The marketing and strategic management literature is well-documented regarding the drivers of competitive intelligence (CI) and how they are gathered, its organization, and dissemination through the organization. However, the impact of CI upon the development of other organizational capabilities including marketing capabilities and the performance of organizations has been neglected and very scarce through the literature. Accordingly, this study seeks to investigate the impact of CI categories including market intelligence, competitor intelligence and technological intelligence on marketing capabilities (i.e. market-sensing capability and customer-linking capability), as well as the organizational performance. To this end, structured questionnaire was applied and a survey of 225 persons involved in sales and marketing affairs of insurance companies in Iran was administrated. Results showed that CI categories have direct and significant effect on marketing capabilities and the organization’s performance.