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Market Intelligence in Small Businesses

Market Intelligence in Small Businesses Market intelligence is critical to marketing strategy planning forany business. While considerable study has been made of theintelligencegathering practices of large corporations, very littleresearch has been reported focusing on the competitive informationactivities of small businesses. The research involved a survey of smallbusiness owners and managers in South Carolina, USA. The study addressedthree questions What market intelligence practices do small businessesuse What market intelligence practices do they think their competitorsuse How important is market intelligence to small businesses Themarket intelligence practices most frequently used are observingcompetitors and talking with suppliers or delivery people. Smallbusiness owners were least likely to use practices such as jobinterviews or hiring competitors employees to gain information.Respondents perceived their competitors as being more likely to pursuemarket intelligence activities. If a firm used a specific practice, theythought their competitors did also. Among small business owners marketintelligence does not appear to be a critical management concern. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Market Intelligence in Small Businesses

Marketing Intelligence & Planning , Volume 9 (2): 4 – Feb 1, 1991

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References (1)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0263-4503
DOI
10.1108/02634509110142345
Publisher site
See Article on Publisher Site

Abstract

Market intelligence is critical to marketing strategy planning forany business. While considerable study has been made of theintelligencegathering practices of large corporations, very littleresearch has been reported focusing on the competitive informationactivities of small businesses. The research involved a survey of smallbusiness owners and managers in South Carolina, USA. The study addressedthree questions What market intelligence practices do small businessesuse What market intelligence practices do they think their competitorsuse How important is market intelligence to small businesses Themarket intelligence practices most frequently used are observingcompetitors and talking with suppliers or delivery people. Smallbusiness owners were least likely to use practices such as jobinterviews or hiring competitors employees to gain information.Respondents perceived their competitors as being more likely to pursuemarket intelligence activities. If a firm used a specific practice, theythought their competitors did also. Among small business owners marketintelligence does not appear to be a critical management concern.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Feb 1, 1991

There are no references for this article.