Competitive intelligence and the formulation of marketing strategy.

De Montfort University Open Research Archive

Show simple item record Badr, Ahmad Wright, Sheila Pickton, David W. 2009-12-14T16:44:46Z 2009-12-14T16:44:46Z 2004
dc.identifier.citation Badr, A., Wright, S. and Pickton, D. (2004) Competitive intelligence and the formulation of marketing strategy. en
dc.identifier.isbn 9781857213669
dc.description.abstract The area of competitive intelligence (CI) and its working relationship with marketing strategy formulation (MSF) has received limited in-depth research. Previous reports and studies on this relationship have largely ignored the contribution which CI can make to MSF. This is partly because managers and academics themselves, have not yet identified the relationship. It is also extremely rare to find evidence of any investigative study looking at this aspect of CI within European companies. This paper reports on the first and only CI Doctoral study to be completed in the UK to date. The focus of the research was designed to fill the gap in current knowledge on the ‘Role of Competitive Intelligence in the Formulation of Marketing Strategy’. An overview of this work is reported here, providing the salient findings from the empirical study. Central to the objectives of the study were issues of the current state of CI in European companies, whether a relationship between CI and MSF existed at all and if so, how CI contributed to the marketing strategy process.
dc.language.iso en en
dc.publisher De Montfort University en
dc.subject competitive intelligence
dc.subject marketing strategy
dc.subject strategy formulation
dc.title Competitive intelligence and the formulation of marketing strategy. en
dc.type Other en
dc.researchgroup Competitive Intelligence-Management Interface Teaching and Research Initiative (CIMITRI)
dc.peerreviewed No

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