On Pursuing Competitive Strategy: The Effect of Marketing Intelligence Capability

EasyChair Preprint 2640

Abstract

Marketing plays a key role in successful business operations. Marketing intelligence is a critical component for overall marketing activities of a firm, and it is even more crucial in the era of electronic commerce and global transactions. However, there have been relatively few studies on the strategic effect of marketing intelligence for firms in the literature. Referring to the organizational capability perspective, this study constructed a linkage of marketing intelligence capability and business strategy formation. An empirical survey was performed and an analysis of the data was conducted to test the hypotheses. The results confirmed the role of marketing intelligence capability in the link towards business strategy formation. Discussions with managerial implications are then elaborated.

Keyphrases: Business Strategy, Cost Leadership, Marketing Intelligence, differentiation, organizational capability

@booklet{EasyChair:2640,
  author    = {Wilson Weng},
  title     = {On Pursuing Competitive Strategy: The Effect of Marketing Intelligence Capability},
  howpublished = {EasyChair Preprint 2640},
  year      = {EasyChair, 2020}}