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- W2891608265 abstract "Companies are constantly looking for new ways to achieve and sustain a competitive advantage. Nowadays, the high volumes of data are becoming more important for companies to make marketing decisions. This means that more and more decisions are backed up by data instead of intuition and gut feeling. This study examines the impact of marketing intelligence on SMEs. The main research question is: How can marketing intelligence enhance data-driven decision- making to increase value-creating actions in SMEs through dynamic capabilities? It specifically focusses on the processes that lead to decision-making and value-creating actions in order to understand how marketing intelligence usage can lead to value. These processes will be explained in terms of the dynamic capabilities perspective and focuses on an SME’s search and select capability and its asset orchestration capability." @default.
- W2891608265 created "2018-09-27" @default.
- W2891608265 creator A5005373006 @default.
- W2891608265 date "2018-01-01" @default.
- W2891608265 modified "2023-09-27" @default.
- W2891608265 title "The impact of marketing intelligence on SMEs" @default.
- W2891608265 hasPublicationYear "2018" @default.
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