Improving Market Intelligence : Developing a Centralised Knowledge System to Foster Data-Driven Decision-Making

This research was conducted at Company X, examining the topic of market intelligence and information management. This organisation aims to foster a culture of informed decision-making initiatives. In today's information-rich environment, organisations encounter vast amounts of data daily, including external business intelligence. When utilised appropriately, this information facilitates informed decision-making. However, within Company X, the current methods of managing information and knowledge are fragmented, inconsistent and lack a centralised system. These inadequacies result in inefficiencies such as data loss, duplicate documents and efforts, and ineffective data-driven decision-making due to inaccessible and unavailable data. Consequently, the need for developing an advanced knowledge management system arises to streamline processes, enhance data accessibility and stimulate data-driven decision-making initiatives. This research provides a comprehensive framework that serves as a guideline for establishing enterprise-wide content management systems with a particular focus on the external business environment of organisations.