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Supporting Innovation Through Analytics Support for Market Intelligence..
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Download Abstract
Supporting Innovation Through Analytics Support for Market Intelligence..
Year of publication:
2,018
Publication:
International Journal Of E-Entrepreneurship And Innovation, v.8, n.2, jul-dec. 2018..
Pagination:
Authors:
JAMIL, George Leal; TADEU, Hugo Ferreira Braga.
Type of Publication:
Article
Main Author:
Jamil, George Leal 1959
Other Authors:
JAMIL, George Leal; TADEU, Hugo Ferreira Braga.
Summary:
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.
Language:
Inglês
Reference Number:
Online