From marketing research to competitive intelligence: useful generalization or loss of focus?
Abstract
The history of competitive intelligence (as an organizational function) and its evolution out of marketing research are discussed. Besides a straight historical overview, the transition from marketing research to competitive intelligence is analyzed in order to point to both the potential strengths and weaknesses of having intelligence form an independent “freestanding” discipline. While military analogies can be seductive, organizations should continue to embrace the marketing concept which centers on cooperation and service, not conflict.
Keywords
Citation
Walle, A.H. (1999), "From marketing research to competitive intelligence: useful generalization or loss of focus?", Management Decision, Vol. 37 No. 6, pp. 519-525. https://doi.org/10.1108/00251749910278041
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited