How organisations generate and use customer insight

Date published

2015-05-07

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Volume Title

Publisher

Taylor & Francis

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Type

Article

ISSN

0267-257X

Format

Citation

Emanuel Said, Emma K. Macdonald, Hugh N. Wilson, & Javier Marcos, How organisations generate and use customer insight, Journal of Marketing Management, Volume 31, 2015 - Issue 9-10:Pages 1158-1179

Abstract

The generation and use of customer insight in marketing decisions is poorly understood, partly due to difficulties in obtaining research access and partly because market-based learning theory views knowledge as a fixed asset. However, customer insight takes many forms, arrives at the organisation from increasingly diverse sources and requires more than mere dissemination if it is to be useful. A multiple case study approach is used to explore managerial practices for insight generation and use. Multiple informants from each of four organisations in diverse sectors were interviewed. Findings reveal the importance of value alignment and value monitoring across the insight demand chain, to complement the information processing emphasis of extant research. Within the firm, the study suggests the importance of customer insight conduct practices including insight format, the role of automation and insight shepherding, to complement the much-researched process perspective. The study provides a basis for assessing the effectiveness of insight processes by both practitioners and scholars.

Description

Software Description

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Github

Keywords

Business to business marketing, Customer insight, Market based learning, Market research, Case study

DOI

Rights

This is an Accepted Manuscript of an article published by Taylor & Francis in the Journal of Marketing Management on 07/05/2015, available online: http://www.tandfonline.com/ DOI: 10.1080/0267257X.2015.1037785

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