How market information is transformed into marketing knowledge?

Abstract

In the future, competitors will have more and more opportunities to buy the same information; therefore the companies' competitiveness will not primarily depend on how much information they possess, but rather on how they can "translate" it to their own language. This study aims to examine those factors that have the most significant impact on the degree to which market studies are utilised by companies. Most of the work in this area has studied the use of information in strategic decisions a priori. This paper -while reflecting on the findings of research on organisational theories of information processing -aims to bridge this gap. It proposes and tests a new conceptual framework that examines the use of managerial market research information in decision-making and knowledge creation within one single model. Collected survey data, including all the top-income business enterprises in Hungary indicate that market research findings are efficiently incorporated into the marketing information system only if the marketing manager has trust in the researcher, and believes that the market study is of high quality. Decision-makers are more likely to learn from market studies facilitating the resolution of some specific problem than descriptive studies of a more general nature.

Effects of Market Orientation and Breakthrough Innovation on Organizational Performance of International Enterprises

“…The former was redefined and included in a new dimension by successive researchers from the aspect of organizational learning (Kim and Atuahene-Gima 2010), as the market information processing discussed in the following section. The latter discussed the definition of market orientation based on organizational culture (Meyer 2011) and was regarded meaningful, because organizational culture presented the common value to regulate organizational members' behaviors, and integrating market orientation into organizational culture could ensure organizational members performing the market orientated behaviors (Shang et al 2010;Keszey 2011). Furthermore, Wu (2013) defined market orientation as "measuring market orientation from culture".…”

Bizalom és vállalati teljesítmény. A bizalom szerepe az aszimmetrikus információk minőségének vállalati észlelésében és azok vezetői döntéshozatalban való felhasználásában = Trust and corporate performance

“…A piacmonitorozás legfontosabb eszközei között vannak az értékesítési vezetők által összegyűjtött piaci információk és a piackutatás (Keszey, 2011). A vállalatok értékesítésért felelős szakemberei napi kapcsolatban vannak a vállalatok vevőivel.…”

“…A marketingesek a vállalat és a piac határterületén helyezkednek el ('boundary spanner' position), így kiemelten fontos, hogy a vállalat piacszkennelési (market-scanning) folyamatai során szerzett információk eljussanak erre a döntéshozatali szintre (Day, 1994). A magyar menedzserek szerint a piaci információk legértékesebb csatornái fontossági sorrendben az értékesítési szakemberek által gyűjtött piaci megfigyelések és a piackutatások (Keszey, 2011). Ebben a kutatásban ezért ennek a két információtípusnak a példáján vizsgáltuk a bizalom hatását.…”