Market Intelligence Dissemination Practices: Associate Professor Jodie Conduit
Event Date: 23 July 2019
Speaker: Dr Jodie Conduit, University of Adelaide. She will deliver a research seminar on her recent Journal of Marketing success
Time: 2pm. Tea, coffee and cakes will be provided from 1.45pm.
Location: Strathclyde Business School, Cathedral Wing, CW506a.
Please confirm attendance with Christina MacLean (christina.maclean@strath.ac.uk).
Biography:
Jodie Conduit is an Associate Professor of Marketing in the Business School at the University of Adelaide, Australia. Her research interests lie in understanding how to engage consumers in interactions with organisations, and each other, that enable them to achieve meaningful and relevant outcomes. This underpins her research agenda in the areas of customer engagement, value co-creation, market intelligence and service research. Her research has been widely published in leading journals including the Journal of Marketing, Journal of Service Research, European Journal of Marketing, Industrial Marketing Management, Journal of Business Research, Journal of Business Ethics, and Journal of Service Management among others. Jodie is an Associate Editor for the Journal of Service Theory and Practice and an editorial board member for the AMS Review.
Abstract: Market Intelligence Dissemination Practices: A Journey to Publish in the Journal of Marketing
Having recently published in the Journal of Marketing, I will share some learnings from the review process and in doing so confirm and dispel a few myths about publishing in JM. I'll take you on a journey from where our paper started to where it ended (see the abstract below), and explain the rationale for the twists and turns along the way. I will also provide an overview of the paper itself, which has important implications for both marketing academics and practitioners.
Market Intelligence Dissemination Practices
Market intelligence is a cornerstone of the marketing concept and essential to market-focused strategic planning and implementation. Although the importance of market intelligence is widely accepted, how managers can ensure the organization-wide generation, dissemination, and responsiveness to market intelligence remains a persistent challenge. In this article, the authors investigate market intelligence dissemination practices and their resulting managerial responses. Using qualitative methods, the authors identify five market intelligence dissemination practices that either update and reinforce organization members’ existing schemas (mental models) of the market or create new, shared schemas of the market. Specifically, they find that the creation, existence, or absence of organizationally shared market schemas is crucial in explaining the effectiveness of different market intelligence dissemination practices. Thus, in addition to being experts on market intelligence, intelligence directors must be authorities on organizational learning and ways to create shared meaning structures that enable disseminated intelligence to be understood and used within their organizations. The authors conclude with suggestions for practitioners on how to manage intelligence dissemination across their organizations more effectively and efficiently.
Published: 18 June 2019
