دانلود رایگان مقاله لاتین مدیریت هوش تجاری جهت گیری بازار از سایت الزویر
عنوان فارسی مقاله:
مدیریت هوش تجاری: نقش تطبیقی ظرفیت جذب و جهت گیری بازار
عنوان انگلیسی مقاله:
Managing market intelligence: The comparative role of absorptive capacity and market orientation
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Theoretical background and hypotheses
The nature of the issue being investigated in this study compels the conceptual basis for the hypotheses to be drawn from two streams of literature: market orientation and absorptive capacity. The MO literature suggests that the essential component of market orientation is learning, which substantially overlaps with the firm's ACAP of market knowledge (i.e.,customer and competitor intelligence). The study proposes that the two mechanisms are comparable but distinctive. Specifically, market orientation drives customer acquisition & retention through firm innovativeness, while the realized absorptive capacity is a necessary vehicle transferring the impact of potential absorptive capacity. Moreover, cost/ differentiation balance isa moderator to strengthen both relationship streams. Overall, the effects of both relationship streams motivate sales growth and firm profit through customer acquisition & retention (see Fig.1). 2.1. Potential and realized ACAP The ACAP literature has grown over the past two decades. The first definition of ACAP by Cohen and Levinthal (1990) is “an ability to learn from external knowledge through processes of knowledge identi- fication, assimilation and exploitation.”Zahra and George (2002) reconceptualize and define the term “ACAP” as a firm's dynamic capability pertaining to knowledge acquisition, assimilation, transformation, and application to gain and sustain a competitive advantage.Lewin and Massini (2003) decompose the concept into two dimensions: internal versus external, where the internal dimension relies on the outside-in process of knowledge and the external dimension relies on the management of absorbed knowledge. Furthermore, Jansen etal. (2005) explicitly name the sub-dimensions as potential (knowledge acquisition and assimilation) and realized absorptive capacity (knowledge transformation and exploitation/application). In addition, strategy scholars empirically examine and demonstrate different developmental paths of the two dimensions. In this line, Volberda, Foss, and Lyles (2010) recommend that “multidimensional characterizations of AC (ACAP) are important because they can explain more variance.” Following the scholars, this study adopts the two dimensions in a conceptual framework and examines the distinctive effects of potential and realized absorptive capacity.
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کلمات کلیدی:
PDF]Q209 Market Intelligence White Paper - Stiernberg Consulting www.stiernberg.com/media/files/Stiernberg_Q209_Whitepaper.pdf Page 1. Stiernberg Consulting White Paper. Connecting the Dots. Q2 2009. When In Doubt, Find Out! Using Market Intelligence to Manage Risk and Uncertainty. Marketing intelligence - Wikipedia https://en.wikipedia.org/wiki/Marketing_intelligence 'Marketing intelligence (MI) is the everyday information relevant to a company's markets, ... "Marketing Management, 13th Edition",Chapter 3, Page 64 to 67. Managing market intelligence: The comparative role of ... - IDEAS/RePEc https://ideas.repec.org/a/eee/jbrese/v69y2016i12p5569-5577.html by S Rakthin - 2016 - Cited by 7 - Related articles Technological knowledge and market knowledge are among the most valuable resources that a firm can utilize for competitive advantage. Absorptive capacity ... Competitor Intelligence Research & Market Intelligence | B2B ... https://www.b2binternational.com/publications/competitor-intelligence/ In practice market intelligence tends to refer to the branch of market research .... of key personnel, senior management statements etc can be of great interest, ... What is Market Intelligence? - Business News Daily www.businessnewsdaily.com/4697-market-intelligence.html Feb 18, 2015 - Using market intelligence by collecting and analyzing data about the markets in which they are situated, companies gain valuable insight into ... Market Intelligence Services - Energy Portfolio Management | ABB new.abb.com › ... › ENERGY PORTFOLIO MANAGEMENT ABB Market Intelligence Services assist with the complex nature of today's energy markets - gathering, modeling and analyzing data, to produce good ... Mastering the Market Intelligence Challenge - MIT Sloan Management ... sloanreview.mit.edu/article/mastering-the-market-intelligence-challenge/ Dec 5, 2016 - Multinationals need to start viewing market intelligence as a strategic asset in emerging markets. Searches related to Managing market intelligence marketing intelligence definition marketing intelligence example marketing intelligence system market intelligence tools sources of marketing intelligence importance of marketing intelligence market intelligence report types of market intelligence
