Market Intelligence Beyond Competitive Edge: A Comprehensive Review of Academic Perspectives

Abstract

Aim: To identify from the reviews if the market intelligence can be effectively used for market planning

Methods: through thorough a review of 25 research papers the research attempts to trace if the market intelligence can be leveraged for planning marketing comparing them on the data, type of analysis and the reviews carried out by them. This can be applicable for educational market Planning too.

Findings: The studies diverged in elucidating intermediary factors across various product categories and market segments. While the challenges of acquiring confidence and gathering intelligence were evident, the significance of both methodology and model emerged as pivotal, alongside the mediating factors associated with distinct consumer demographics.

Structural Equation Model (SEM) emerged as a prevalent analytical tool of choice amongst the studies, it was primarily directed towards furnishing inputs for strategic planning. The synthesis of literature highlighted key determinants in market intelligence for marketing planning: framework design, modelling methodologies, and effective communication. These elements are deemed critical in ascertaining the success of market intelligence interventions. A minority of studies underscored the cultural aspect, while others advocated for the establishment of expert consortia to diversify and enhance information structures, thereby breaking the monopoly therein.