Dealing with the unknown: A holistic approach to marketing and competitive intelligence.
Understanding the business environment is essential for successful marketing. The marketing research and strategic analysis industry’s very existence depends on this understanding, and as such, helps organizations to deal with what is going to happen in their environment. Despite the proliferation of information, we are all still seeking that elusive element – knowledge. In order to cope with the vast amount of information available to them, companies tend to limit their focus to areas that management has defined as important for the organization. This focus may have come from previous market or competitor research, projects, sales analyses, or other sources that are used by the organization in its planning. As a result, projects can not only be repetitive, but also be influenced by the latest management fad or guru-led panacea.
Citation : Weiss, A. and Wright, S. (2006) Dealing with the Unknown: A Holistic Approach to Marketing and Competitive Intelligence. Competitive Intelligence, 9 (5), pp. 15-20
Research Group : Competitive Intelligence-Management Interface Teaching and Research Initiative (CIMITRI)
Peer Reviewed : No