The Quest for competitive, business and marketing intelligence: A country comparison of current practice.
Three empirical studies carried out in Canada, United Kingdom and Europe are examined in this article with comparisons drawn on their approach and findings. The studies were compared using a framework, developed by the authors, along four central elements and two influencing drivers. Little measurement consistency or output value was evident such that the current focus on macro-level, isolated studies is questionable. It is recommended that future studies need to embrace greater rigour which might then deliver greater value to academics and practitioners. Stronger adhesion with other disciplines to develop a robust research agenda is also recommended.
Citation:Wright, S. and Calof, J.L. (2006) The Quest for competitive, business and marketing intelligence: A country comparison of current practice. European Journal of Marketing, 40 (5/6), pp. 453-465
Research Group:Competitive Intelligence-Management Interface Teaching and Research Initiative (CIMITRI)