Impact of Marketing Model Application and Competitive Intelligence Utilization on Strategic Response Capability

Nimble competitors competing in a dynamic global marketspace increasingly characterize the business climate faced by many organizations. To provide the organization's marketing managers with the models and tools to mine information required to discover insights is becoming a major issue facing organizations. This study focused on investigating the potential combined impact of the marketing manager's marketing model application and competitive intelligence utilization on their strategic response capability. A two by three factorial design was utilized to test these combined effects. The MANOVA and ANOVA results show significant main and interaction effects of marketing model application and competitive intelligence utilization on the four identified factors of strategic response capability. These factors are labeled marketing strategy appraisal, insight generation, strategic response formulation, and pattern utilization. Managerial implications and future research directions are discussed.