University of Twente Student Theses
The impact of marketing intelligence on SMEs
Boekelder, Sacha (2018) The impact of marketing intelligence on SMEs.
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| Abstract: | Companies are constantly looking for new ways to achieve and sustain a competitive advantage. Nowadays, the high volumes of data are becoming more important for companies to make marketing decisions. This means that more and more decisions are backed up by data instead of intuition and gut feeling. This study examines the impact of marketing intelligence on SMEs. The main research question is: How can marketing intelligence enhance data-driven decision- making to increase value-creating actions in SMEs through dynamic capabilities? It specifically focusses on the processes that lead to decision-making and value-creating actions in order to understand how marketing intelligence usage can lead to value. These processes will be explained in terms of the dynamic capabilities perspective and focuses on an SME’s search and select capability and its asset orchestration capability. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/76620 |
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