Competitive intelligence and other levers of brand performance

Abstract

This expedition through consumer goods companies in Vietnam aims to investigate whether corporate social responsibility (CSR) influences emotional intelligence (EI), which in turn engenders the chain of effects from upward influence behaviour and competitive intelligence scanning to brand performance. A structural equation modelling (SEM) approach contributed to the analysis of 409 responses returned from self-administered structured questionnaires distributed to 720 middle level managers. From the findings emerged a model of brand performance and its levers such as corporate social responsibility, emotional intelligence, upward influence behaviour and competitive intelligence scanning. Ethical CSR was found to nourish a high level of emotional intelligence in the organization. Through the findings of the research, the insight into the CSR-based model of brand performance underscores the role of ethical CSR, emotional intelligence and organizationally beneficial upward influence tactics as endogenous variables in the cultivation of competitive intelligence scanning deeds in consumer goods companies in the Vietnam business context.

Market intelligence on business performance: The mediating role of specialized marketing capabilities

“…CI also enables companies to be more capable in the process of gathering competitor information in the competitive environment and uses this information for decision making and performance improvement planning (Wright et al, 2009). Hence, CI is an important source of information for strategic planning and other activities because it provides information about current and future competitor behavior (Trong Tuan, 2013). Market intelligence (MI) is an important pillar of BI.…”