ANTECEDENTS OF MARKETING INTELLIGENCE STRATEGY: AN EMPIRICAL INVESTIGATION OF TOURISM BUSINESSES IN THAILAND
Article Sidebar
เผยแพร่แล้ว:
ธ.ค. 21, 2018
คำสำคัญ:
กลยุทธ์ความชาญฉลาดทางการตลาด วิสัยทัศน์ระยะยาว ประสบการณ์ทางการตลาดที่มีคุณค่า การเติบโตของเทคโนโลยีทางการตลาด
Main Article Content
บทคัดย่อ
การศึกษาครั้งนี้มุ่งเน้นไปที่การตรวจสอบความสัมพันธ์ระหว่างตัวแปรต้นเหตุอันประกอบด้วย ปัจจัยภายใน ได้แก่ วิสัยทัศน์ระยะยาว ความสอดคล้องของทรัพยากรทางการตลาด และประสบการณ์ด้านการตลาดที่มีคุณค่า รวมถึงปัจจัยภายนอกซึ่งประกอบด้วย การเติบโตของเทคโนโลยีทางการตลาดและสภาพตลาดที่เอื้ออำนวย ที่มีผลต่อกลยุทธ์ความชาญฉลาดทางการตลาด ของธุรกิจท่องเที่ยวในประเทศไทย จำนวน 274 บริษัทโดยใช้แบบสอบถาม กลุ่มตัวอย่างคือ ผู้บริหารการตลาดและผู้จัดการฝ่ายการตลาด ใช้การวิเคราะห์ความถดถอยในการตรวจสอบและพิสูจน์สมมุติฐาน ผลการวิจัยพบว่าปัจจัยทั้งภายในและภายนอกมีผลต่อการสร้างกลยุทธ์ความชาญฉลาดทางการตลาด โดยเฉพาะอย่างยิ่งวิสัยทัศน์ระยะยาว ประสบการณ์ด้านการตลาดและการการเติบโตของเทคโนโลยีทางการตลาดนั้นเป็นตัวแปรสำคัญที่ก่อให้เกิดกลยุทธ์ความชาญฉลาดทางการตลาด
Article Details
How to Cite
บท
บทความวิจัย
References
Adomako, S., Opoku, R. A., & Frimpong, K. (2017). The Moderating Influence of Competitive Intensity on the Relationship between CEOs' Regulatory Foci and SME Internationalization. Journal of International Management, 23(3), 268-278.
Ahmadi, H., O'Cass, A., & Miles, M. P. (2014). Product resource–capability Complementarity, integration mechanisms, and first product advantage. Journal of Business Research, 67(5), 704-709.
Albescu, F., & Pugna, I. B. (2014). Marketing intelligence–the last frontier of business information technologies. Romanian Journal of Marketing, (3), 55-68.
Bosch, V. (2016). Big data in market research: why more data does not automatically mean better information. GfK Marketing Intelligence Review, 8(2), 56-63.
Candermir, A., & Zalluhoglu, A. E. (2013). Exploring the innovativeness and marketing orientation through mission and vision statements: the case of Istanbul stock exchange companies. Social and Behavioral Sciences, 99, 619-628.
Castrogiovanni, G. J., (1991). Environmental munificence: a theoretical assessment. The Academy of Management Review, 16(3), 542-565.
Chen, P. L., Williams, C., & Agarwal, R. (2012). Growth pains: Pre-entry experience and the change of transition to incumbency. Strategic Management Journal, 33(3), 252-276.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences. 2nd ed. Hillsdale, NJ: Erlbaum.
Doty, D. H., Glick, W. H., & Huber, G. P. (1993). Fit, equifinality, and organizational effectiveness: a test of two configurational theories. Academy of Management journal, 36(6), 1196-1250.
Erden, Z., Krogh, G. V. & Kim, S. (2012). Knowledge sharing in an online community of volunteers: the role of community munificence. European Management Review, 9(4), 213-227.
Geetha, M., Singha, P., & Sinha, S. (2017). Relationship between customer sentiment and online customer ratings for hotels-An empirical analysis. Tourism Management, 61, 43-54.
Goll, I., & Rasheed, A. A. (2004). The moderating effect of environmental munificence and dynamism on the relationship between discretionary social responsibility and firm performance. Journal of Business Ethics, 49, 41–54.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. 7th ed. Upper Saddle River, New Jersey : Prentice Hall
Harris, M. L., Gibson, S. G., & McDowell, W. C. (2014). The impact of strategic focus and previous business experience on small business performance. Journal of Small Business Strategy, 24(1), 29-44.
Harrison, J. S., Hitt, M. A., Hoskisson, R. E., & Ireoland, R. D. (2001). Resource complementary in business combinations: extending the logic to organizational alliances. Journal of Management, 27, 679-690.
Helm, R., Krinner, S., & Schmalfuß, M. (2014). Conceptualization and integration of marketing intelligence: the case of an industrial manufacturer. Journal of Business-to-Business Marketing, 21(4), 237-255.
Heriyati, P. (2014). Exploring the linkage between peripheral vision and the choice of marketing strategy, International Journal of Trade, Economics and Finance, 5(2), 147-150.
Huster, M. (2005). Marketing intelligence: the first mover advantage. Competitive Intelligence Magazine, 8(2), 13-17.
Igbaekemen, G.O. (2014). Marketing intelligence as a strategic tool for competitive edge, British Journal of Marketing Studies, 2(5), 17-34.
Kaleka, A. (2011). When exporting manufacturers compete on the basis of service resources and marketing capabilities driving service advantage and performance. Journal of International Marketing, 19(1), 40-58.
Kim, J.-Y. J. & A. S. Miner. (2007). Vicarious learning from the failures and near-failures of others: evidence from the U.S. commercial banking industry. Academy of Management Journal, 50(3), 687-714.
Kim, J. Y., Kim, J. Y. & Miner, A. S. (2009). Organizational learning extreme performance experience: the impact of success and recovery experience, Organization Science, 20(6), 958-978.
Kothari, T., Xiang, Z., & Fesenmaier, D. R. (2008). The impact of a marketing information system: a case study of Smart-Baltimore. Information Technology & Tourism, 10(1), 59-74.
Kotler, P. (2000). Marketing Management: Analysis, Planning, Implementation, and Control. 10th ed. Upper Saddle River, NJ: Prentice Hall.
Lackman, C., & Lanasa, J. M. (2013). Competitive intelligence and forecasting systems: strategic marketing planning tool for SME's. Atlantic Marketing Journal, 2(2), 7.
Lin, C. Y. (2007). Factors affecting innovation in logistics technologies for logistics service providers in China. Journal of Technology Management in China, 2(1), 22-37.
Majocchi, A., Bacchiocchi, E., & Mayrhofer, U. (2005). Firm size, business experience and export intensity in smes: a longitudinal approach to complex relationships. International Business Review, 14(6), 719-738.
Milewicz, C., & Saxby, C. (2013). Leaders' social media usage intentions for in-bound customer communications. Management Research Review, 36(9), 849-867.
Mills, A. M., & T. A. Smith. (2011). Knowledge management and organizational performance: a decomposed view. Journal of Knowledge Management, 15(1), 156-171.
Muangkhot, S., & Ussahawanitchakit, P. (2015). Strategic marketing innovation and marketing performance: an empirical investigation of furniture exporting businesses in Thailand. The Business & Management Review, 7(1), 189.
Nunnally, J. C., & Bernstein, I. H. (1994) Psychometric theory. 3rd ed. New-York: Mcgrew-Hill.
Öztürk, S., Okumuş, A., & Mutlu, F. (2012). Segmentation based on sources of marketing intelligence, marketing intelligence quotient and business characteristics in software industry. Istanbul University Journal of the School of Business, 41(2), 227-240.
Perrott, B. E. (2007). A strategic risk approach to knowledge management. Business Horizons, 50, 523-533.
Pothong, O., & Ussahawanitchakit, P. (2011). Sustainable accounting and firm survival: an empirical examination of Thai Listed Firms. Journal of Academy of Business and Economics, 11(3), 1-28.
Prommarat, P., Pratoom, K., & Muenthaisong, K. (2017). Strategic organizational flexibility capability and business survival: an empirical investigation of tour businesses in Thailand. AU-GSB e-JOURNAL, 9(1), 61.
Ravilla, E., & Rodríguez, B. (2011). Team vision in product development: how knowledge strategy matters. Technovation, 31(2-3), 118-127.
Roberts, P. W., & McEvily, S. (2005). Product-line expansion and resource cannibalization. Journal of Economic Behavior and Organization, 57, 49-70.
Sirmon, D. G., Hitt, M. A., & Ireland, R. D. (2007). Managing firm resources in dynamic environments to create value: Looking inside the black box. Academy of management review, 32(1), 273-292.
Swart, J., & Kinnie, N. (2003). Knowledge‐Intensive Firms: The Influence of The Client On HR Systems. Human Resource Management Journal, 13(3), 37-55.
Tang, J. (2008). Environmental munificence for entrepreneurs: entrepreneurial alertness and commitment. International Journal of Entrepreneurial Behavior & Research, 14 (3), 128 – 151.
Williams, S., & Williams, N. (2010). The profit impact of business intelligence. San Francisco: Morgan Kaufmann.
Yang, Y., Narayanan, V. K., & Zahra, S. (2009). Developing the selection and valuation capabilities through learning: the case of corporate venture capital. Journal of Business Venturing, 24(3), 261-273.
Ahmadi, H., O'Cass, A., & Miles, M. P. (2014). Product resource–capability Complementarity, integration mechanisms, and first product advantage. Journal of Business Research, 67(5), 704-709.
Albescu, F., & Pugna, I. B. (2014). Marketing intelligence–the last frontier of business information technologies. Romanian Journal of Marketing, (3), 55-68.
Bosch, V. (2016). Big data in market research: why more data does not automatically mean better information. GfK Marketing Intelligence Review, 8(2), 56-63.
Candermir, A., & Zalluhoglu, A. E. (2013). Exploring the innovativeness and marketing orientation through mission and vision statements: the case of Istanbul stock exchange companies. Social and Behavioral Sciences, 99, 619-628.
Castrogiovanni, G. J., (1991). Environmental munificence: a theoretical assessment. The Academy of Management Review, 16(3), 542-565.
Chen, P. L., Williams, C., & Agarwal, R. (2012). Growth pains: Pre-entry experience and the change of transition to incumbency. Strategic Management Journal, 33(3), 252-276.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences. 2nd ed. Hillsdale, NJ: Erlbaum.
Doty, D. H., Glick, W. H., & Huber, G. P. (1993). Fit, equifinality, and organizational effectiveness: a test of two configurational theories. Academy of Management journal, 36(6), 1196-1250.
Erden, Z., Krogh, G. V. & Kim, S. (2012). Knowledge sharing in an online community of volunteers: the role of community munificence. European Management Review, 9(4), 213-227.
Geetha, M., Singha, P., & Sinha, S. (2017). Relationship between customer sentiment and online customer ratings for hotels-An empirical analysis. Tourism Management, 61, 43-54.
Goll, I., & Rasheed, A. A. (2004). The moderating effect of environmental munificence and dynamism on the relationship between discretionary social responsibility and firm performance. Journal of Business Ethics, 49, 41–54.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. 7th ed. Upper Saddle River, New Jersey : Prentice Hall
Harris, M. L., Gibson, S. G., & McDowell, W. C. (2014). The impact of strategic focus and previous business experience on small business performance. Journal of Small Business Strategy, 24(1), 29-44.
Harrison, J. S., Hitt, M. A., Hoskisson, R. E., & Ireoland, R. D. (2001). Resource complementary in business combinations: extending the logic to organizational alliances. Journal of Management, 27, 679-690.
Helm, R., Krinner, S., & Schmalfuß, M. (2014). Conceptualization and integration of marketing intelligence: the case of an industrial manufacturer. Journal of Business-to-Business Marketing, 21(4), 237-255.
Heriyati, P. (2014). Exploring the linkage between peripheral vision and the choice of marketing strategy, International Journal of Trade, Economics and Finance, 5(2), 147-150.
Huster, M. (2005). Marketing intelligence: the first mover advantage. Competitive Intelligence Magazine, 8(2), 13-17.
Igbaekemen, G.O. (2014). Marketing intelligence as a strategic tool for competitive edge, British Journal of Marketing Studies, 2(5), 17-34.
Kaleka, A. (2011). When exporting manufacturers compete on the basis of service resources and marketing capabilities driving service advantage and performance. Journal of International Marketing, 19(1), 40-58.
Kim, J.-Y. J. & A. S. Miner. (2007). Vicarious learning from the failures and near-failures of others: evidence from the U.S. commercial banking industry. Academy of Management Journal, 50(3), 687-714.
Kim, J. Y., Kim, J. Y. & Miner, A. S. (2009). Organizational learning extreme performance experience: the impact of success and recovery experience, Organization Science, 20(6), 958-978.
Kothari, T., Xiang, Z., & Fesenmaier, D. R. (2008). The impact of a marketing information system: a case study of Smart-Baltimore. Information Technology & Tourism, 10(1), 59-74.
Kotler, P. (2000). Marketing Management: Analysis, Planning, Implementation, and Control. 10th ed. Upper Saddle River, NJ: Prentice Hall.
Lackman, C., & Lanasa, J. M. (2013). Competitive intelligence and forecasting systems: strategic marketing planning tool for SME's. Atlantic Marketing Journal, 2(2), 7.
Lin, C. Y. (2007). Factors affecting innovation in logistics technologies for logistics service providers in China. Journal of Technology Management in China, 2(1), 22-37.
Majocchi, A., Bacchiocchi, E., & Mayrhofer, U. (2005). Firm size, business experience and export intensity in smes: a longitudinal approach to complex relationships. International Business Review, 14(6), 719-738.
Milewicz, C., & Saxby, C. (2013). Leaders' social media usage intentions for in-bound customer communications. Management Research Review, 36(9), 849-867.
Mills, A. M., & T. A. Smith. (2011). Knowledge management and organizational performance: a decomposed view. Journal of Knowledge Management, 15(1), 156-171.
Muangkhot, S., & Ussahawanitchakit, P. (2015). Strategic marketing innovation and marketing performance: an empirical investigation of furniture exporting businesses in Thailand. The Business & Management Review, 7(1), 189.
Nunnally, J. C., & Bernstein, I. H. (1994) Psychometric theory. 3rd ed. New-York: Mcgrew-Hill.
Öztürk, S., Okumuş, A., & Mutlu, F. (2012). Segmentation based on sources of marketing intelligence, marketing intelligence quotient and business characteristics in software industry. Istanbul University Journal of the School of Business, 41(2), 227-240.
Perrott, B. E. (2007). A strategic risk approach to knowledge management. Business Horizons, 50, 523-533.
Pothong, O., & Ussahawanitchakit, P. (2011). Sustainable accounting and firm survival: an empirical examination of Thai Listed Firms. Journal of Academy of Business and Economics, 11(3), 1-28.
Prommarat, P., Pratoom, K., & Muenthaisong, K. (2017). Strategic organizational flexibility capability and business survival: an empirical investigation of tour businesses in Thailand. AU-GSB e-JOURNAL, 9(1), 61.
Ravilla, E., & Rodríguez, B. (2011). Team vision in product development: how knowledge strategy matters. Technovation, 31(2-3), 118-127.
Roberts, P. W., & McEvily, S. (2005). Product-line expansion and resource cannibalization. Journal of Economic Behavior and Organization, 57, 49-70.
Sirmon, D. G., Hitt, M. A., & Ireland, R. D. (2007). Managing firm resources in dynamic environments to create value: Looking inside the black box. Academy of management review, 32(1), 273-292.
Swart, J., & Kinnie, N. (2003). Knowledge‐Intensive Firms: The Influence of The Client On HR Systems. Human Resource Management Journal, 13(3), 37-55.
Tang, J. (2008). Environmental munificence for entrepreneurs: entrepreneurial alertness and commitment. International Journal of Entrepreneurial Behavior & Research, 14 (3), 128 – 151.
Williams, S., & Williams, N. (2010). The profit impact of business intelligence. San Francisco: Morgan Kaufmann.
Yang, Y., Narayanan, V. K., & Zahra, S. (2009). Developing the selection and valuation capabilities through learning: the case of corporate venture capital. Journal of Business Venturing, 24(3), 261-273.