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| Author: | Heinrichs, J.H. Lim, J-S. |
| Title: | Impact of marketing model application and competitive intelligence utilization on strategic response capability |
| Journal: | Journal of Strategic Marketing
2008 : MAY, VOL. 16:2, p. 91-110 |
| Index terms: | marketing models strategic planning marketing strategy |
| Freeterms: | business intelligence competitive intelligence |
| Language: | eng |
| Abstract: | The article provides empirical evidence about the adaption of marketing model application and competitive intelligence utilization and their combined effect on strategic response capability (hereafter as SRC). The study is based on statistical analyses of SRC tested after a marketing strategy course. The paper identified many factors that affect the SRC and it highlights the role of marketing managers in achieving competitive advantage. |
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