A multi-organizational resilience value system enhanced by an intelligence culture

Trim, Peter R.J. and Lee, Yang-Im (2008) A multi-organizational resilience value system enhanced by an intelligence culture. European Journal of Marketing, 42 (7-8). pp. 731-745. ISSN 0309-0566

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Official URL: http://dx.doi.org/10.1108/03090560810877123

Abstract

Purpose – The paper seeks to explain how competitive intelligence officers can participate more fully in strategy formulation and implementation, and how they can contribute to the strategic intelligence process. Design/methodology/approach – The paper presents a review of the literature and the development of a strategic marketing intelligence and multi-organisational resilience framework. Findings – Competitive intelligence officers can contribute more fully to the strategic intelligence process and help establish an intelligence culture that incorporates counter-intelligence. By adopting a broader understanding of what strategic marketing represents, marketing managers can devise new approaches to managing customer relationships and can develop international/global brand positioning strategies that when implemented counter the actions of legitimate competitors and new entrants, and disrupt the actions of counterfeiters and fraudsters. Research limitations/implications – A study can be undertaken to establish how a multi-organisational resilience value system evolves within an organisation, and how trust and credibility among competitive intelligence professionals can be developed. Practical implications – Academics and practitioners can collaborate in order to establish how an intelligence culture can be created within an organisation. Furthermore, they can also collaborate in establishing how a proactive approach to risk assessment can underpin scenario analysis and planning and aid the strategic decision-making process. Originality/value – A number of insights are provided into how competitive intelligence officers contribute to the development of a multi-organisational resilience value system that is underpinned by an intelligence culture.

Item Type: Article
Subjects: University of Westminster > Westminster Business School
Depositing User: Rachel Wheelhouse
Date Deposited: 05 Feb 2013 11:37
Last Modified: 05 Feb 2013 11:37
URI: http://westminsterresearch.wmin.ac.uk/id/eprint/11961

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