MARKET INTELLIGENCE GENERATION AND COMPANY PERFORMANCE

MARKET INTELLIGENCE GENERATION AND COMPANY PERFORMANCE

Registration ID: IJNRD_209187

Published ID: IJNRD2312336

DOI: Click Here to Get

F. C. EBUZOEME

Company performance, Competitive intelligence generation, Customer intelligence generation, Market intelligence generation

The competitive business environment has made market intelligence a necessary activity of business organisations striving for continuity. A company that adopts a resource-based approach is not yet well equipped for competition without giving due regard to change, a prominent feature of the business environment. This study investigated how market intelligence generation, conceptualised as customer intelligence generation and competitive intelligence generation, influenced the performance of two food and beverage manufacturing companies in Oyo State, Nigeria. The study was conducted based on a survey research design involving 163 employees of the companies. The questionnaire was used for data collection. Data analysis was based on descriptive and inferential statistics. Descriptive statistics produced mean and standard deviation values to statements relating to market intelligence generation and company performance while inferential statistics involving regression analysis was the basis for testing the hypotheses of the study and for determining the effects of market intelligence generation and its components on company performance. The results revealed that market intelligence generation and its components, customer intelligence generation and competitive intelligence generation, had positive effects on performance. However, customer intelligence generation exhibited a higher positive effect on performance. The results established that market intelligence generation was a means of projecting business continuity and enhancing the performance of the studied companies. The recommendation that followed indicated a need for the studied companies to put in more effort in competitive intelligence generation especially in relation to researching competitors’ strengths and weaknesses in order to increase the chances of increasing their market shares.

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"MARKET INTELLIGENCE GENERATION AND COMPANY PERFORMANCE", IJNRD - INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (www.IJNRD.org), ISSN:2456-4184, Vol.8, Issue 12, page no.d333-d339, December-2023, Available :https://ijnrd.org/papers/IJNRD2312336.pdf

Volume 8 Issue 12, December-2023

Pages : d333-d339

Paper Reg. ID: IJNRD_209187

Published Paper Id: IJNRD2312336

Downloads: 000121126

Research Area: Engineering

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Published Paper PDF: https://ijnrd.org/papers/IJNRD2312336.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2312336

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

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This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition

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