Intelligence generation and superior customer value
Stanley F. Slater, John C. Narver
Journal of the Academy of Marketing Science · 2000 · Volume 28 · Issue 1
Abstract
It has become conventional wisdom that an organization's ability to continuously generate intelligence about customers' expressed and latent needs, and about how to satisfy those needs, is essential for it to continuously create superior customer value. However, intelligence generation typically has been treated as a generic firm activity. The authors propose that there are four distinct modes of intelligence generation, each of which is part of a welldeveloped intelligence-generation capability. The article reports the results of an exploratory study that supports this proposition.
Keywords
Customer Satisfaction, Market Orientation, Intellectual Capital, Sales Growth, Harvard Business Review
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