Zusammenfassung
Purpose: This study examines the role of product development capability for transforming marketing intelligence activities into firm performance on industrial markets. Methodology/Approach: The authors apply structural equation modeling to analyze survey data from 342 industrial manufacturing companies. Findings: Results reveal that sales integration and holistic macroeconomic view are ...
Zusammenfassung
Purpose: This study examines the role of product development capability for transforming marketing intelligence activities into firm performance on industrial markets. Methodology/Approach: The authors apply structural equation modeling to analyze survey data from 342 industrial manufacturing companies. Findings: Results reveal that sales integration and holistic macroeconomic view are particularly important features of the marketing intelligence capability on industrial markets to gain additional insights in order to develop products successfully. Results also reveal that product development capability transforms the marketing intelligence activities into firm performance on industrial markets. Originality/Value/Contribution: This research (a) reveals the relevant dimensions of marketing intelligence on industrial markets and (b) shows how the product development capability tranforms marketing intelligence activities into firm performance on industrial markets.
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