<abstract xmlns="http://www.w3.org/1999/xhtml">

<p> Research in marketing has typically studied market information collection efforts from the perspective of employees and market research companies, disregarding the role that the top management team (TMT) plays in these efforts. In a B2B environment, we find positive effects of TMT involvement in market information collection efforts on firm innovativeness above and beyond employees’ market information collection efforts. The observed effects are stronger for smaller firms and high-tech companies</p>
</abstract>

Research in marketing has typically studied market information collection efforts from the perspective of employees and market research companies, disregarding the role that the top management team (TMT) plays in these efforts. In a B2B environment, we find positive effects of TMT involvement in market information collection efforts on firm innovativeness above and beyond employees’ market information collection efforts. The observed effects are stronger for smaller firms and high-tech companies

SHOULD TOP MANAGEMENT GET INVOLVED IN MARKET INFORMATION COLLECTION EFFORTS?

Koc University, College of Administrative Sciences and Economics, Istanbul, Turkey

Guilford Glazer School of Business and Management, Ben-Gurion University of the Negev, Beer Sheva, Israel

School of Business Administration, The Hebrew University of Jerusalem, Israel

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"SHOULD TOP MANAGEMENT GET INVOLVED IN MARKET INFORMATION COLLECTION EFFORTS?"}

Research in marketing has typically studied market information collection efforts from the perspective of employees and market research companies, disregarding...

SHOULD TOP MANAGEMENT GET INVOLVED IN MARKET INFORMATION COLLECTION EFFORTS?

Online veröffentlicht: 19. Juli 2014

Seitenbereich: 44 - 49

DOI: https://doi.org/10.2478/gfkmir-2014-0047

Schlüsselwörter
Market Information, Top Management Teams, Customer Orientation, Business-to-Business Marketing

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

SHOULD TOP MANAGEMENT GET INVOLVED IN MARKET INFORMATION COLLECTION EFFORTS?

Online veröffentlicht: 19. Juli 2014

Seitenbereich: 44 - 49

DOI: https://doi.org/10.2478/gfkmir-2014-0047

SchlüsselwörterMarket Information, Top Management Teams, Customer Orientation, Business-to-Business Marketing

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Schlüsselwörter
Market Information, Top Management Teams, Customer Orientation, Business-to-Business Marketing