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The market intelligence impact on strategic performance in declining markets
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies. (Marketing)ORCID iD: 0000-0003-0084-007X
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
2017 (English)In: International Journal of Applied Business and Economic Research, ISSN 0972-7302, Vol. 15, no 15, 457-473 p.Article in journal (Refereed) Published
Abstract [en]

This study examines how companies in declining markets operate in the context of market intelligence, responding to customer needs and applying them tostrategic performance. A quantitative survey was sent to 214 public housing companies. The results indicate that market intelligence creates commitment and is significant. A positive relationship was found between data gathering, dissemination, and responsiveness, which indicates that the companies comprehend market needs but companies have difficult to manage construction strategies that improve strategic performance. There was a low value of strategic performance; a link between market intelligence and the chosen strategy was not confirmed. Companies know what the market wants but base their decision on previous strategic performanceon economic conditions in the municipality instead.

Place, publisher, year, edition, pages
Serials Publications , 2017. Vol. 15, no 15, 457-473 p.
Keyword [en]
Market orientation, market intelligence, public housing companies, strategic performance, declining market
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-25136Scopus ID: 2-s2.0-85027345356OAI: oai:DiVA.org:hig-25136DiVA: diva2:1137532
Available from: 2017-08-31 Created: 2017-08-31 Last updated: 2017-08-31Bibliographically approved

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CiteExportLink to record
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