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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hh-33419 |
| Date | January 2017 |
| Creators | Bohlin, Sofia, Inha, Eini |
| Publisher | Högskolan i Halmstad, Centre for International Marketing and Entrepreneurship Research (CIMER), Högskolan i Halmstad, Centre for International Marketing and Entrepreneurship Research (CIMER) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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