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Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Improving Competitiveness Through Organizational Market Intelligence

Improving Competitiveness Through Organizational Market Intelligence
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Author(s): George Leal Jamil (Informações em Rede, Brazil), Leandro Rocha Dos Santos (In3 Inteligência de Mercado, Brazil) and Cecília C. Jamil (Stockholm University, Sweden)
Copyright: 2019
Pages: 12
Source title: Advanced Methodologies and Technologies in Business Operations and Management
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-5225-7362-3.ch044

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Abstract

Market intelligence (MI) is a concept that results in real opportunities for knowledge management in organizations. MI is a cyclic process to deliver knowledge for strategic marketing decisions, considering typical organizations of a defined sector as its final users. As organizations must not react to external factors or phenomena, but must also try to lead their sector proposing and executing innovative plans and differential strategic positioning, MI is a modern and cooperative approach that can produce consistent bases for such planning abilities. It is an organizational continuum to answer typical decision problems faced by firms when competing in actual business environments. This chapter details the MI concept, working from theoretical point of view, and adds a practical approach on studying real cases of its potential applications. As MI is a multidisciplinary context, its conceptualization also provokes perspectives for research from other scientific fields, as information science, systems and management, computing science, human resources management, strategy, marketing.

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