How Information Architecture Contributes to Define a Framework for a Market Intelligence System Development: Applications in Healthcare Sector

How Information Architecture Contributes to Define a Framework for a Market Intelligence System Development: Applications in Healthcare Sector

George Leal Jamil (Informações em Rede Ltda, Belo Horizonte, Brazil), Leandro Henrique Rocha dos Santos (IN3 Inteligência de Mercado Ltda, Belo Horizonte, Brazil), Liliane Carvalho Jamil (Independent Researcher, Belo Horizonte, Brazil) and Augusto Alves Pinho Vieira (Independent Researcher, Belo Horizonte, Brazil)
DOI: 10.4018/IJPHIM.2016070102


It was observed, in these last years, the consolidation of Market intelligence (MI) concept. Results from MI are now being applied in several strategic ways, serving mainly for the important relationship between strategic and marketing planning. This article intends to reinforce the conceptualization of MI process, observing specially its application in one critical sector: Healthcare. Healthcare is a dynamic sector, where strategic marketing planning fundamentals are still being disseminated and absorbed by managers and institutions. Marketing data and information must be provided from a variety of sources to produce knowledge, in a process that can be characterized as “organizational intelligence”. Collected contents from healthcare associated industrial sectors, such as chemical and pharmaceutical, have the potential to produce integrated value chain knowledge, improving analysis and decision processes. Approaching the healthcare market, a framework for an intelligence system for marketing decisions was discussed in Jamil et al. (2011) and it is now evaluated with the contribution of information architecture concepts. Literature review from that original approach is expanded, encompassing information architecture discussions, towards a more consistent framework for market intelligence system implementation and cases of MI application in Healthcare sectors are then re-evaluated, with this new theoretical contribution. Bringing this additional light, market intelligence is presented with a newer, updated and improved conceptualization for practical decisions.
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In this section concepts will be discussed to form the fundamental base for market intelligence system theoretical background. This section is structured approaching first the basic concepts, then information architecture, both covered for the intended discussion around a framework and, finally, intelligence and its comprehension for market analysis is defined. This conceptual network is elementary for the remaining development of this article study.

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