Competitive intelligence activity: evidence from Greece
Priporas, Constantinos-Vasilios and Gatsoris, Lampros and Zacharis, Vassilis (2005) Competitive intelligence activity: evidence from Greece. Marketing Intelligence & Planning, 23 (7). pp. 659-669. ISSN 0263-4503
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Purpose – To investigate awareness, attitudes and implementation with respect to competitive intelligence (CI) in Greece.
Design/methodology/approach – In-depth interviews with a sample of 50 well-known companies around Thessaloniki, an area of strategic marketing importance in Greece, representing a reasonable cross section of types and sizes of enterprise.
Findings – For the present, adoption in Greece is well behind the USA, but roughly on a par with the UK. The reasons for slow adoption are: unawareness, lack of sufficiently competent staff and a shortage of experts available to train them, perceptions of the cost, and somewhat complacent satisfaction with the general market research activity of in-house marketing departments. The focus is on short-term customer satisfaction, rather than long-term competitiveness.
Research limitations/implications – A deliberately limited exploratory study of a small sample in a highly localised setting. Recommendations are presented for further research.
Practical implications – In the turbulent business environments of the present day, CI can make a crucial strategic contribution to competitive success.
Originality/value – This study broadly confirms the findings and conclusions of previous research in the UK. It has clear value to strategic planning for marketing in Greece itself, but also in general.
|Keywords (uncontrolled):||Competitive advantage, Greece, Marketing intelligence, Strategic planning|
|Research Areas:||A. > Business School > Marketing, Branding and Tourism
A. > Business School > International Management and Innovation
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
|Depositing User:||Devika Mohan|
|Date Deposited:||23 Oct 2012 10:58|
|Last Modified:||13 Oct 2016 14:25|
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