Creating an Information Exchange Network

Abstract

Marketing intelligence is a contemporary concept within MNCs. Its interpretation and extent is not entirely clear, which makes it complex to utilize. In research, it is evident that marketing intelligence as an entity is not profoundly discussed. Intelligence exists in various concepts where researchers’ are not clearly distinguishing between the differences. This thesis starts with bringing marketing intelligence in its entity considering information exchange, which is a base for intelligence. Evidently, there were no existing theories in this topic. It was therefore necessary to identify a number of features connected to the marketing intelligence process (MIP). Theories for each feature were put into a context, and a theoretical framework was conceptualized. The theoretical framework creates a foundation for how to structure the MIP in order to efficiently utilize intelligence in the decision-making process for an MNC. In order to examine how MIP should be exploited in an MNC, Volvo CE International AB is the chosen case company. Volvo CE International AB’s marketing intelligence process has been examined in order to identify crucial factors for organizing and improving it. The study is conducted on a local level, where Volvo CE’s regional hub in Australia is an important unit in the process.