Exploring the influence of market intelligence on the development of small business marketing capabilities

This applies just as readily for small agri-food firms in Northern Ireland, who operate in a concise domestic market and are exposed to intensified competition and margin stress, set in unpredictable socio-political dimensions. This signifies a pressing need for increased information flow in these firms.

Adeptly applied, market intelligence can revise firms’ appreciation of their market position, clarify opportunities and threats and inform marketing practices that will allow them to navigate shifting environments.<br><br>The interaction between market intelligence and marketing capabilities can signal and validate value propositions and the implementation of strategies that are in alignment with their market. However, there is little literature pertaining to the relationship between marketing capabilities and market intelligence in small businesses.<br><br>This study seeks to establish if, and how, marketing capabilities in small businesses can be developed through the application of market intelligence, with particular reference to architectural marketing capabilities, specialised marketing capabilities and dynamic capabilities.