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Intelligence generation and superior customer value

Intelligence generation and superior customer value It has become conventional wisdom that an organization's ability to continuously generate intelligence about customers' expressed and latent needs, and about how to satisfy those needs, is essential for it to continuously create superior customer value. However, intelligence generation typically has been treated as a generic firm activity. The authors propose that there are four distinct modes of intelligence generation, each of which is part of a welldeveloped intelligence-generation capability. The article reports the results of an exploratory study that supports this proposition. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Intelligence generation and superior customer value

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References (56)

Publisher
Springer Journals
Copyright
Copyright © 2000 by Academy of Marketing Science
Subject
Economics / Management Science; Business/Management Science, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1177/0092070300281011
Publisher site
See Article on Publisher Site

Abstract

It has become conventional wisdom that an organization's ability to continuously generate intelligence about customers' expressed and latent needs, and about how to satisfy those needs, is essential for it to continuously create superior customer value. However, intelligence generation typically has been treated as a generic firm activity. The authors propose that there are four distinct modes of intelligence generation, each of which is part of a welldeveloped intelligence-generation capability. The article reports the results of an exploratory study that supports this proposition.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Apr 8, 2008

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