Role of Marketing Intelligence by Strategic Function in Organizational Performance: Evidence from Pakistan

Arslan Ayub (), Israr Raisani (), Hanan Iftekhar () and Ayesha Mushtaq ()
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Arslan Ayub: Iqra University Islamabad
Israr Raisani: Iqra University Islamabad
Hanan Iftekhar: University of Sargodha
Ayesha Mushtaq: Iqra University Islamabad

Acta Universitatis Danubius. OEconomica, 2014, issue 10(6), 48-57

Abstract: The purpose of this study is multifaceted; firstly, it aims to explore the extent to which marketing intelligence is utilized within corporate sector in Pakistan. Secondly, this paper measures the role of marketing intelligence by strategic function on organizational performance. Research on marketing intelligence has consequently increased and grabbed the attention of researchers and marketers to leverage marketing intelligence resulting in increased organizational performance for the last decade. The study uses exploratory approach, sample of the study consisted of 145 professionals from 30 companies related to different sectors operating in Islamabad and Rawalpindi, Pakistan. Structural Equation Model (SEM) Technique was used to test the hypotheses. The study found a strong positive relationship between marketing intelligence by strategic function and organizational performance. The study also found that majority of corporate sector of Pakistan have incorporated and utilized marketing intelligence system. This piece of writing has thrown light on the significance of marketing intelligence and its usefulness as a marketing strategy which not only contributes in the existing body of knowledge but also has many managerial implications. The study endorsed the importance of marketing intelligence by strategic function to heading on this fast-paced competition. As for marketing managers in order to formulate policies; marketing intelligence by strategic function provides a leapfrogging approach to outer perform in the market place.

Keywords: Marketing Intelligence; Competitive Intelligence; Strategic Management; Organizational Performance; Dynamic Markets. (search for similar items in EconPapers)
Date: 2014
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