Supporting Innovation Through Analytics Support for Market Intelligence

George Leal Jamil and Hugo Ferreira Braga Tadeu
Additional contact information
George Leal Jamil: Fundação Dom Cabral – Invited teacher, Nova Lima, Brazil
Hugo Ferreira Braga Tadeu: Fundação Dom Cabral – Teacher, Nova Lima, Brazil

International Journal of E-Entrepreneurship and Innovation (IJEEI), 2018, vol. 8, issue 2, 1-13

Abstract: Market intelligence (MI) has evolved as a strong concept in last years. After debates which produced various views, a stable conceptual base was reached. Here, MI is studied with the insertion of analytics. The influence of analytics insertion in market intelligence cycle potentializes MI dynamicity, delivering knowledge in a more prompter way for strategic marketing planning decisions, serving both as an example of organizational strategic alignment and fast tactical planning, specially resulting in a context where innovation – product, process, market and organizational types – and its associated management are improved. Reflections around competitive strengths and related perspectives are studied at the end of this text, enabling further discussions and application unfolding.

Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 018/IJEEI.2018070101 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jeei00:v:8:y:2018:i:2:p:1-13

Access Statistics for this article

International Journal of E-Entrepreneurship and Innovation (IJEEI) is currently edited by Charice Hayes

More articles in International Journal of E-Entrepreneurship and Innovation (IJEEI) from IGI Global
Bibliographic data for series maintained by Journal Editor ().