Literature Review of the Research Role of Marketing Intelligence (2017-2021)

The characteristics possessed by organizations that adopt strategic thinking enable them to influence and lead their competitors, even those beyond their direct control, through the use of marketing intelligence tools. Competing organizations tend to avoid market leaders, as they are unable to keep pace with their strategies and innovations. The aim of the present study is to explore how to deviate from conventional approaches by examining the role of strategic thinking in marketing intelligence, where organizations utilize innovative and unique products as a competitive weapon. Such organizations, particularly small ones with limited resources, cannot withstand competition against market leaders because they lack the means to confront them effectively. However, some organizations can challenge large and leading corporations by learning from their experiences and practices without exposing themselves to significant risk. This can be achieved through knowledge acquisition, environmental analysis, and the adoption of diverse strategies for market entry and intelligent marketing interactions.
The study reviewed twenty (20) previous studies addressing the two research variables across various sectors, most of which demonstrated a relationship between strategic thinking through its dimensions (systemic thinking, timely decision-making, and smart opportunities) and marketing intelligence dimensions (competitor intelligence, product intelligence, market understanding, and customer understanding). For example, Lou (2021) examined the nature of competing firms, resulting in mergers and acquisitions, while the studies by Dixit et al. (2021), Harre, Simeone, & Nielsen (2021), Sandelands & Singh (2017), and Shagerdi et al. (2021) revealed partial effects of strategic thinking dimensions on achieving competitive advantage and product intelligence as well as market understanding. Fundamentally, these two variables stem from the perspective of strategic complexity and environmental awareness surrounding organizations. The study concluded that there is a significant role for strategic thinking in enhancing marketing intelligence within today’s information-rich and virtual environment, recommending greater focus on these contemporary variables.