The aim of this paper is to provide insights of market intelligence and answer to the question “What is market intelligence?” by reviewing existing literature of market intelligence. This study also aims to investigate the connection between market intelligence and Game theory, which is believed by the authors to create the foundation for market intelligence studies. The search of relevant material for this literature review was conducted by using the databases of Halmstad University and Google Scholar. Due to the lack of literature on market intelligence as an overall theory, also other literature, such as books, were utilized besides the articles. This study recognizes six theoretical connections based on the reviewed literature and Game theory. Also, a general definition of market intelligence was recognized as a result of the literature review.

No description available.

<p>How information can be transferred efficiently within a large organization has been researched for a long time but has probably never been as important as it is in today´s global corporate world, where knowledge is an important key to success. To be able to successfully gather, analyze and transfer information throughout an organization is one of a Market Intelligence department´s main purposes. Decision makers throughout an organization are highly dependent on the quality of the Market Intelligence department´s findings and its communication and interaction activities.</p><p>The purpose of this thesis is therefore to investigate which critical factors that needs to be taken into consideration when a Market Intelligence department communicates its findings in order to facilitate knowledge transfer for their internal clients.</p><p>A theoretical background regarding communication and knowledge transfer is provided in order to understand the context of the thesis. The theoretical framework for this study is mainly based on Szulanski´s four critical dimensions of knowledge transfer; <em>characteristics of the knowledge transferred</em>, <em>of the source</em>, <em>of the recipient</em> and <em>of the context</em> in which the transfer takes place. In order to gather relevant empirical data for this study, Volvo Cars Corporation and its Market Intelligence department was contacted. The authors collected the primary data on site at Volvo Cars Corporation´s headquarter in Gothenburg, Sweden, during November 2009.</p><p>The study showed that there are several critical factors, some more important than others, that needs to be taken into consideration in order for a Market Intelligence department to communicate its findings in order to facilitate knowledge transfer for their internal clients.</p><p>An MI department needs to<em>:</em></p><ul><li><em>Consider the type of information and knowledge they intend to communicate and adjust its</em><em> communication approach accordingly</em>.</li><li><em>Be involved in their internal clients’ projects.</em></li><li><em>Be aware that today’s performance affects tomorrow’s credibility</em>.</li><li><em>Understand its internal clients’ absorptive skills.</em></li><li><em>Schedule enough time for interaction and an oral presentation in the </em><em>cases where it is needed.</em></li><li><em>Focus on building a relationship with its internal clients. </em></li></ul>

How information can be transferred efficiently within a large organization has been researched for a long time but has probably never been as important as it is in today´s global corporate world, where knowledge is an important key to success. To be able to successfully gather, analyze and transfer information throughout an organization is one of a Market Intelligence department´s main purposes. Decision makers throughout an organization are highly dependent on the quality of the Market Intelligence department´s findings and its communication and interaction activities. The purpose of this thesis is therefore to investigate which critical factors that needs to be taken into consideration when a Market Intelligence department communicates its findings in order to facilitate knowledge transfer for their internal clients. A theoretical background regarding communication and knowledge transfer is provided in order to understand the context of the thesis. The theoretical framework for this study is mainly based on Szulanski´s four critical dimensions of knowledge transfer; characteristics of the knowledge transferred, of the source, of the recipient and of the context in which the transfer takes place. In order to gather relevant empirical data for this study, Volvo Cars Corporation and its Market Intelligence department was contacted. The authors collected the primary data on site at Volvo Cars Corporation´s headquarter in Gothenburg, Sweden, during November 2009. The study showed that there are several critical factors, some more important than others, that needs to be taken into consideration in order for a Market Intelligence department to communicate its findings in order to facilitate knowledge transfer for their internal clients. An MI department needs to: Consider the type of information and knowledge they intend to communicate and adjust its communication approach accordingly. Be involved in their internal clients’ projects. Be aware that today’s performance affects tomorrow’s credibility. Understand its internal clients’ absorptive skills. Schedule enough time for interaction and an oral presentation in the cases where it is needed. Focus on building a relationship with its internal clients.

A integração da inteligência de mercado e a estruturação eficaz das fases iniciais (também conhecidas como front-end) do processo de desenvolvimento de novos produtos são dois dos mais importantes e difíceis desafios que inovadores enfrentam. Esta tese concentra-se na ligação entre estes dois aspectos, oferecendo um modelo conceitual para a sistematização e integração da inteligência de mercado nas atividades do front-end. O modelo, intitulado MISIPro (Market Intelligence Sistematization e Integration Process – Processo de sistematização e integração da inteligência de mercado), considera dois tipos diferentes de atividades que ocorrem no front-end: a) atividades de processamento de informações de mercado; e b) atividades de desenvolvimento de produtos. Essas atividades são então definidas, estruturadas e integradas. O modelo foi desenvolvido com base numa revisão da literatura sobre desenvolvimento de produtos, orientação de mercado e gestão do conhecimento e em 5 estudos de caso em empresas no Brasil e nos Estados Unidos. Como contribuição teórica, esta tese apresenta uma integração de conceitos importantes provenientes de diferentes perspectivas e áreas de conhecimento e uma nova abordagem e estrutura para a concepção do conceito. Para os profissionais, o modelo oferece uma ferramenta útil para a estruturação das atividades do front-end e integração das informações de mercado no processo de desenvolvimento de produtos. / Integrating market intelligence and effective structuring of the planning stages (also known as front-end) of new product development (NPD) process are two of the most important and difficult challenges facing innovators. This dissertation focuses on the link between these two elements, offering a conceptual model for the systematization and integration of market intelligence into the frontend activities. The model, entitled MISIPro (Market Intelligence Systematization and Integration Process), considers two different types of activities that take place in the front-end: a) market information processing activities; and b) product development activities. These activities are herein defined, structure and mutually integrated. The model was developed based on a review of the literature about product development, market orientation and knowledge management, and 5 case studies in Brazilian and U.S. companies. From a theoretical perspective, this dissertation offers an integration of the important concepts from different perspectives and areas of knowledge and a new approach and structure for the concept design. For practitioners, the model offers a useful tool for structuring the front-end activities and integrating market intelligence into the NPD process.

A integração da inteligência de mercado e a estruturação eficaz das fases iniciais (também conhecidas como front-end) do processo de desenvolvimento de novos produtos são dois dos mais importantes e difíceis desafios que inovadores enfrentam. Esta tese concentra-se na ligação entre estes dois aspectos, oferecendo um modelo conceitual para a sistematização e integração da inteligência de mercado nas atividades do front-end. O modelo, intitulado MISIPro (Market Intelligence Sistematization e Integration Process – Processo de sistematização e integração da inteligência de mercado), considera dois tipos diferentes de atividades que ocorrem no front-end: a) atividades de processamento de informações de mercado; e b) atividades de desenvolvimento de produtos. Essas atividades são então definidas, estruturadas e integradas. O modelo foi desenvolvido com base numa revisão da literatura sobre desenvolvimento de produtos, orientação de mercado e gestão do conhecimento e em 5 estudos de caso em empresas no Brasil e nos Estados Unidos. Como contribuição teórica, esta tese apresenta uma integração de conceitos importantes provenientes de diferentes perspectivas e áreas de conhecimento e uma nova abordagem e estrutura para a concepção do conceito. Para os profissionais, o modelo oferece uma ferramenta útil para a estruturação das atividades do front-end e integração das informações de mercado no processo de desenvolvimento de produtos. / Integrating market intelligence and effective structuring of the planning stages (also known as front-end) of new product development (NPD) process are two of the most important and difficult challenges facing innovators. This dissertation focuses on the link between these two elements, offering a conceptual model for the systematization and integration of market intelligence into the frontend activities. The model, entitled MISIPro (Market Intelligence Systematization and Integration Process), considers two different types of activities that take place in the front-end: a) market information processing activities; and b) product development activities. These activities are herein defined, structure and mutually integrated. The model was developed based on a review of the literature about product development, market orientation and knowledge management, and 5 case studies in Brazilian and U.S. companies. From a theoretical perspective, this dissertation offers an integration of the important concepts from different perspectives and areas of knowledge and a new approach and structure for the concept design. For practitioners, the model offers a useful tool for structuring the front-end activities and integrating market intelligence into the NPD process.

A integração da inteligência de mercado e a estruturação eficaz das fases iniciais (também conhecidas como front-end) do processo de desenvolvimento de novos produtos são dois dos mais importantes e difíceis desafios que inovadores enfrentam. Esta tese concentra-se na ligação entre estes dois aspectos, oferecendo um modelo conceitual para a sistematização e integração da inteligência de mercado nas atividades do front-end. O modelo, intitulado MISIPro (Market Intelligence Sistematization e Integration Process – Processo de sistematização e integração da inteligência de mercado), considera dois tipos diferentes de atividades que ocorrem no front-end: a) atividades de processamento de informações de mercado; e b) atividades de desenvolvimento de produtos. Essas atividades são então definidas, estruturadas e integradas. O modelo foi desenvolvido com base numa revisão da literatura sobre desenvolvimento de produtos, orientação de mercado e gestão do conhecimento e em 5 estudos de caso em empresas no Brasil e nos Estados Unidos. Como contribuição teórica, esta tese apresenta uma integração de conceitos importantes provenientes de diferentes perspectivas e áreas de conhecimento e uma nova abordagem e estrutura para a concepção do conceito. Para os profissionais, o modelo oferece uma ferramenta útil para a estruturação das atividades do front-end e integração das informações de mercado no processo de desenvolvimento de produtos. / Integrating market intelligence and effective structuring of the planning stages (also known as front-end) of new product development (NPD) process are two of the most important and difficult challenges facing innovators. This dissertation focuses on the link between these two elements, offering a conceptual model for the systematization and integration of market intelligence into the frontend activities. The model, entitled MISIPro (Market Intelligence Systematization and Integration Process), considers two different types of activities that take place in the front-end: a) market information processing activities; and b) product development activities. These activities are herein defined, structure and mutually integrated. The model was developed based on a review of the literature about product development, market orientation and knowledge management, and 5 case studies in Brazilian and U.S. companies. From a theoretical perspective, this dissertation offers an integration of the important concepts from different perspectives and areas of knowledge and a new approach and structure for the concept design. For practitioners, the model offers a useful tool for structuring the front-end activities and integrating market intelligence into the NPD process.

Oavsett vilken bransch ett företag tillhör finns idag stora möjligheter att samla in data relaterad till företagets kunder, processer, varor och tjänster. Om man har resurser och intresse finns oanade möjligheter att ta tillvara på all data, analysera den och sedan använda den för att vidareutveckla och optimera företaget. Syftet med denna uppsats är att undersöka vilka utmaningar som finns när det kommer till att använda lagrad data inom Business Intelligence, samt att undersöka vilka faktorer som påverkar processen att omvandla lagrad data till användbar information som sedan kan användas vid beslutsfattande inom marknadsföring. Jag har valt att genom en fallstudie fokusera på organisatoriska aspekter samt kopplingar mellan Business Intelligence och marknadsföring. Detta sker med hjälp av en kvalitativ forskningsansats och ett abduktivt förhållningssätt. Studiens empiri består av kvalitativa semistrukturerade intervjuer samt datainsamling i form av klustring. All empiri har samlats in från ett stort svenskt IT-företag. En tematisk analys av insamlad empiri leder fram till ett resultat som visar att ett flertal utmaningar finns när det kommer till att använda lagrad data inom Business Intelligence hos ett stort Svenskt IT-företag. Dessa utmaningar består av otydliga visioner och mål, ekonomiska prioriteringar, oklar begreppsstruktur samt förhållningssätt till organisationsstrukturer. Studiens resultat visar även på ett flertal faktorer som påverkar processen att omvandla lagrad data till användbar information som sedan kan användas vid beslutsfattande inom marknadsföring. Dessa faktorer är: gamla vanor och anpassning till ny teknik, ledning och kommunikation samt tidsbrist och kunskapsförmedling. Jag har med denna studie kunnat se att det krävs ett grundläggande syfte för att analysera något och att det inte alltid är självklart att ett sådant syfte existerar. Om detta syfte inte finns kan det vara svårt att omvandla data till värdeskapande information och även att använda data till att optimera beslut. Studien belyser även företags medvetenhet om deras problem att hantera stora datavolymer och/eller deras erkännande att de har en lång väg att gå när det gäller hantering av dessa volymer. Jag har med denna studie kunnat se att detta forskningsproblem kan vara betydelsefullt och är högst relevant inom ett stort svenskt IT-företag. / Today there are great opportunities to gather data related to a company’s customers, processes, goods and services no matter what line of business they are in. If you have resources and are interested there are endless opportunities to gather data, analyze it and then use it to develop and optimize the company. The purpose of this study is to examine challenges when it comes to the use of stored data in business intelligence and to look into which factors that affects the process of turning stored data into usable information that can be used when making marketing decisions. I have chosen to focus on the organizational aspects and connections between business intelligence and marketing with the help of a case study. The study uses a qualitative research approach and the empirical data consists of qualitative semi-structured interviews and data collection in terms of clustering. All empirical data has been gathered from a large Swedish IT-company. A thematic analysis of gathered empirical data leads to a result showing that there are a number of challenges when it comes to using stored data in business intelligence at a large Swedish IT-company. These challenges consist of; unclear visions and goals, economic priorities, unclear terminology and the approach to organizational structures. Results from the study also points out several factors that lies behind why all available data at a large Swedish IT-company is not used to its fullest potential within marketing. These factors are; old habits and adaptability to new technology, management and communication and finally time constraints and knowledge management. I have been able to see with this study that it takes a fundamental purpose to analyze something and that it is not certain that such a purpose always exists. It is hard to transform data into valuable information and also to optimize decision making if this purpose does not exist. There are many studies which demonstrate either the awareness by companies of the problems facing them in dealing with high volumes of data and/or their admission that they have a long way to cope with these volumes. I have with this study been able to see that this research problem may be useful and that it is highly relevant within a large Swedish IT-company.

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-09T11:30:30Z No. of bitstreams: 1 Dissertacao_MPCC - Cristine_ Marian_Naum_2018 V. FINAL 27-4.pdf: 1570692 bytes, checksum: 8a2fe858218f4673caefa924fc17abfa (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-09T11:31:07Z (GMT) No. of bitstreams: 1 Dissertacao_MPCC - Cristine_ Marian_Naum_2018 V. FINAL 27-4.pdf: 1570692 bytes, checksum: 8a2fe858218f4673caefa924fc17abfa (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2018-10-09T11:32:44Z (GMT) No. of bitstreams: 1 Dissertacao_MPCC - Cristine_ Marian_Naum_2018 V. FINAL 27-4.pdf: 1570692 bytes, checksum: 8a2fe858218f4673caefa924fc17abfa (MD5) / Made available in DSpace on 2018-10-09T11:32:55Z (GMT). No. of bitstreams: 1 Dissertacao_MPCC - Cristine_ Marian_Naum_2018 V. FINAL 27-4.pdf: 1570692 bytes, checksum: 8a2fe858218f4673caefa924fc17abfa (MD5) Previous issue date: 2018-03-19 / Since the mid-twentieth century, climate change has had a significant impact in several economy sectors whilst scandals related to corporate governance as well as political and social instability have directly influenced the value of companies and also altered the way investments are considered. Due to this scenario, environmental, social and corporate governance factors have been taken into account in business analysis, demanding engagement, transparency and new forms for data evaluation. In search for identifying the motivations for the integration of environmental, social and governance factors (ESG) into investment analysis, as well as evaluating the use of this data, the present research discusses the challenges imposed by this model of asset analysis through the dialogue with nine actors and institutions related to the financial market. As to create a qualitative and exploratory methodological approach, interviews were held in depth using a semi structured script with five new Brazilian Asset Management professionals and with institutions related to this topic. For the development of this study, a theoretical revision of the evolution of sustainability of the financial market was necessary, which imposes new challenges to the investment management. According to the results of this research, the main motivators for the adoption of ESG factors to investment analyses are the adoption of the Principles for Responsible Investment (PRI) by the greatest financial institutions in Brazil, followed by the awareness of the rise of financial and reputational risks originated from company operations. The data sources used in this research are diverse, with special emphasis on sustainability reports released by companies. However, a lack of comparability, reliability, history, format and integration in the companies’ results still damages the use of this information by other entities. The present study contributes with the adoption of ESG factors by several segments of the financial sector, as well as with the improvement of management of those which already integrate them. Besides, companies will be able to better comprehend the importance of adequate communication and of the quality of data for investors through sustainability reports. / Desde meados do século XX, as mudanças climáticas impactam significativamente diversos setores da economia, ao mesmo tempo que escândalos sobre governança corporativa e instabilidades políticas e sociais têm influenciado diretamente o valor das empresas e alterado a forma de se pensar os investimentos. Fatores ambientais, sociais e de governança passam, pois, a ser considerados nas análises de negócios, exigindo engajamento, transparência e novas formas de avaliação de dados. Com o objetivo de identificar as motivações para integração dos fatores Ambientais, Sociais e de Governança (ASG) à análise de investimento, bem como analisar o uso dos dados, a presente pesquisa, através do diálogo com nove atores relacionados ao mercado financeiro e entidades, traz os desafios impostos por esse modelo de avaliação de ativos. Para uma abordagem metodológica exploratória qualitativa, foram realizadas entrevistas em profundidade com roteiro semiestruturado com novos profissionais de Assets Management que atuam no Brasil e de entidades que se relacionam ao tema. Para o desenvolvimento desse estudo foi necessária a revisão teórica da evolução da sustentabilidade no mercado financeiro, que impõe novos desafios à gestão dos investimentos. De acordo com os resultados desta pesquisa, os principais motivadores para adoção de fatores ASG às análises de investimento são a adoção aos Princípios do Investimento Responsável (PRI) pelas grandes instituições financeiras e Asset Management do país; seguido da percepção de aumento dos riscos financeiros e reputacionais oriundos das operações das empresas. As fontes de dados utilizadas são diversas, com destaque para os relatórios de sustentabilidade empresariais. No entanto, falta de comparabilidade, confiabilidade, histórico, formato e integração aos resultados das empresas ainda prejudicam o uso das informações por mais entidades. O presente estudo colabora com a adoção de fatores ASG por diversos segmentos do setor financeiro, bem como com a melhoria de gestão das financeiras que já os integraram. Além disso, as empresas poderão compreender melhor a importância da comunicação adequada e qualidade dos dados para os investidores, por meio dos relatórios de sustentabilidade

China is a unique market that differs from the Western market in many ways. Companies are not required to publicize financial reports, and furthermore a heavy focus on business relationship building can make it hard for companies to have high quality streams of data to get insights about their markets. For a consultant company to successfully enter the Chinese market and helping producing and technological global firms improving their insights on the Chinese market, the consultant company needs to understand which the important factors are and how those factors can help in creating value for their potential customers. To help the analyzing and consultant firm called Kairos Future, a qualitative case study was conducted on 16 different global companies with focus on industrial production. The case study was mainly conducted through face to face interviews with decision makers who had a broad understanding of their respective companies. In order to find where value can be created, the study was first used to find out which level of autonomity the China part of the global firm hadand how it affects the value creation linked to Market Intelligence, meaning receiving market data and analyzing it in order to get powerful market insights. The study also focused on the level of dependancy on having a continuous stream of technological information from external sources, how the companies are finding other types of market data and how they are analyzing and getting insights from the data. The final part of the study was to understand the level ofmaturity of the Chinese market linked to Market Intelligence, and what aspects affect the value creation for the customers. The report´s findings show that it is important for a consultant firm to focus on customers with high level of autonomity, or the head quarter in those cases where the level of autonomity is low - this in order to best utilize the consultant firm´s resources.Even though the companies in the study were heavily focused on the technological know-how within their respective markets, this was the one aspect they found the least interest in receiving external help with from a consultat firm. Receiving insights about customers within existing and new market segments was instead valued much higher. To understand the competitors’ movements in the market was also of high interest, because of the difficulty of finding public data within a given market in China. In order to successfully enter the Chinese Market Intelligence market, a consultant firm like Kairos Future needs to choose the specific customer segments where they can contribute the most value though their product and service offering. The goal should be to focus on one segment at a time, getting satisfied customers that help Kairos Future get a good market reputation through the word-of-mouth effect, and thereby making future sales easier. When this is accomplished, the same strategy can be applied to a new customer segment.