How market information is transformed into marketing knowledge?

Keszey, Tamara (2011) How market information is transformed into marketing knowledge? Acta Oeconomica, 61 (3). pp. 313-336. DOI 10.1556/AOecon.61.2011.3.4

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In the future, competitors will have more and more opportunities to buy the same information; therefore the companies’ competitiveness will not primarily depend on how much information they possess, but rather on how they can “translate” it to their own language. This study aims to examine those factors that have the most significant impact on the degree to which market studies are utilised by companies. Most of the work in this area has studied the use of information in strategic decisions a priori. This paper — while reflecting on the findings of research on organisational theories of information processing — aims to bridge this gap. It proposes and tests a new conceptual framework that examines the use of managerial market research information in decision-making and knowledge creation within one single model. Collected survey data, including all the top-income business enterprises in Hungary indicate that market research findings are efficiently incorporated into the marketing information system only if the marketing manager has trust in the researcher, and believes that the market study is of high quality. Decision-makers are more likely to learn from market studies facilitating the resolution of some specific problem than descriptive studies of a more general nature.

Item Type:Article
Uncontrolled Keywords:market research, managerial decision-making, organisational learning, marketing knowledge, interpersonal trust, organisational use of information
JEL classification:M39 - Marketing and Advertising: Other
Funders:János Bolyai Research Program by the Hungarian Academy of Sciences
ID Code:1778
Deposited By: Ádám Hoffmann
Deposited On:06 Jan 2015 14:01
Last Modified:06 Jan 2015 14:03

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