Research trends in market intelligence: a review through a data-driven quantitative approach

Mostofa Wahid Soykoth (), Woojong Sim () and Sydney Frederick ()
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Mostofa Wahid Soykoth: Louisiana State University
Woojong Sim: Emporia State University
Sydney Frederick: Emporia State University

Journal of Marketing Analytics, 2025, vol. 13, issue 1, No 16, 236-262

Abstract: Abstract The exponential growth of data-driven decision-making in modern business stimulates the gravity of market intelligence (MI) in both industry and academia. Consequently, the field of MI has been significantly influenced by a substantial body of literature over the past few decades. The study makes a scholarly contribution by carefully analyzing the previous literature and plotting relevant research constituents. Employing a bibliometric lens to 293 articles, we found a notable increase in the number of publications over last few decades. The United Kingdom, followed by the United States, received the most attention as a region in the MI literature; however, the most prolific institution is located in Sweden. Besides, a detailed keyword analysis takes the study to the next level, identifying six key research themes, including ‘strategic decision intelligence,’ ‘marketing and sales,’ ‘entrepreneurial dynamics and emerging markets,’ ‘strategic navigations in dynamic environments,’ ‘holistic product development, research and innovation,’ and ‘information systems and knowledge management,’ and 13 future research questions. The study lends a hand to researchers providing a statistical and visual summary of MI’s scholarly status, future research direction, and marketing analytics practitioners by offering insights on implementing MI in a holistic and efficient marketing decision-support system.

Keywords: Market intelligence; Literature review; Bibliometric analysis; Performance analysis; Science mapping; Keyword analysis (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41270-023-00285-9

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