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Supporting Innovation Through Analytics Support for Market Intelligence

Supporting Innovation Through Analytics Support for Market Intelligence

George Leal Jamil (Fundação Dom Cabral – Invited teacher, Nova Lima, Brazil) and Hugo Ferreira Braga Tadeu (Fundação Dom Cabral – Teacher, Nova Lima, Brazil)
Copyright: © 2018 |Pages: 13
DOI: 10.4018/IJEEI.2018070101
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Abstract

Market intelligence (MI) has evolved as a strong concept in last years. After debates which produced various views, a stable conceptual base was reached. Here, MI is studied with the insertion of analytics. The influence of analytics insertion in market intelligence cycle potentializes MI dynamicity, delivering knowledge in a more prompter way for strategic marketing planning decisions, serving both as an example of organizational strategic alignment and fast tactical planning, specially resulting in a context where innovation – product, process, market and organizational types – and its associated management are improved. Reflections around competitive strengths and related perspectives are studied at the end of this text, enabling further discussions and application unfolding.
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Theoretical Background

A review of the main concepts is held in this section, starting from the mandatory – Market intelligence, analytics and innovation – then concluding with an objective approach of supporting definitions.

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