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Should Top Management Get Involved In Market Information Collection Efforts?

Author

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  • Harmancioglu Nukhet

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

  • Grinstein Amir

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

  • Goldman Arieh

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

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

Suggested Citation

  • Harmancioglu Nukhet & Grinstein Amir & Goldman Arieh, 2011. "Should Top Management Get Involved In Market Information Collection Efforts?," GfK Marketing Intelligence Review, Sciendo, vol. 3(2), pages 44-49, November.
    • Handle: RePEc:vrs:gfkmir:v:3:y:2011:i:2:p:44-49:n:5
    DOI: 10.2478/gfkmir-2014-0047
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