Competitive intelligence in service marketing

Purpose - The paper aims to give a new look at competitive intelligence (CI) and the resulting benefits to growing companies.Design methodology approach - A total of 20 questions are presented, competitive information sources are listed, and the four core components of CI are displayed to explain ho...

Full description

Saved in:
Bibliographic Details
Published in:Marketing intelligence & planning 2010-08, Vol.28 (5), p.551-570
Main Authors: Johns, Pamela, Van Doren, Doris C
Format: Article
Language:English
Subjects:
Competitive strategy
Corporate strategy
Marketing information
Marketing intelligence
Citations: Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Purpose - The paper aims to give a new look at competitive intelligence (CI) and the resulting benefits to growing companies.Design methodology approach - A total of 20 questions are presented, competitive information sources are listed, and the four core components of CI are displayed to explain how a company can implement CI into the business planning. Two case studies summarize a CI system that shows how successful this technique can be.Findings - This research will inspire marketers to take a look at their CI and reactivate it based on what is presented. The overall practice of CI shows the rewards a company that develops this program can gain.Research limitations implications - All data were collected by Latitude Consulting. Reference is made to journal and newspaper articles.Practical implications - The paper will explain how to use CI in a meaningful way.Originality value - This is an extremely new and original concept for businesses to apply.
ISSN:0263-4503
1758-8049
DOI:10.1108/02634501011066492