How organisations generate and use customer insight

Show simple item record Said, Emanuel Macdonald, Emma K. Wilson, Hugh 2017-02-15T16:55:30Z 2017-02-15T16:55:30Z 2015-05-07
dc.identifier.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 en_UK
dc.identifier.issn 0267-257X
dc.description.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. en_UK
dc.language.iso en en_UK
dc.publisher Taylor & Francis en_UK
dc.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: DOI: 10.1080/0267257X.2015.1037785
dc.subject Business to business marketing en_UK
dc.subject Customer insight en_UK
dc.subject Market based learning en_UK
dc.subject Market research en_UK
dc.subject Case study en_UK
dc.title How organisations generate and use customer insight en_UK
dc.type Article en_UK

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