State of Market Intelligence Activities in Ghanaian Construction Firms: A Preliminary Study.
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Published:
Sep 26, 2024
Keywords:
Competitive Intelligence, Construction Industry, Developing countries, Industry Practices, Market Intelligence
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Abstract
In the highly competitive business environment intelligence-gathering is key to the success of every strategy. This study assesses the current state of Market Intelligence (MI) activities in the construction firms (CFs) in Ghana. The data was collected through structured interviews with a sample of 56 CFs, each represented by either CEOs or top managers. To provide a clear perspective on the state of MI activities in CFs, the findings were evaluated using "The World Class MI Roadmap" framework developed Global Intelligence Alliance (GIA). It revealed that the current approach to MI activities in Ghanaian CFs can be described as reactive or "firefighting" in nature. This implies a lack of proactive strategic planning and a potential loss of business opportunities. Based on the results, it is evident that further research is needed to explore the specific types of MI monitored by CFs, establish indicators for assessing the effectiveness of MI utilization, and identify enabling measures to enhance the MI culture within CFs. It is worth noting that this study was limited to CFs in a single administrative region in Ghana, and generalizing these findings could benefit from the inclusion of more CFs from other regions. Meanwhile, CFs should work on fostering a culture that places a high value on MI acquisition, dissemination, and utilization across all phases of the project marketing life cycle.
Article Details
How to Cite
Asante, J., Kissi, E., Acheampong, A., & Badu, E. (2024). State of Market Intelligence Activities in Ghanaian Construction Firms: A Preliminary Study. Construction Economics and Building, 24(4/5). https://doi.org/10.5130/AJCEB.v24i4/5.8909
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Articles (Peer reviewed)
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Bisson, C., and Dou, H. (2017). Une Intelligence Economique et Stratégique pour les PME, PMI et ETI en France. Vie & Sciences de l’Entreprise, 2(204). 164-179
Bose, R. (2008) "Competitive intelligence process and tools for intelligence analysis", Industrial Management & Data Systems, 08(4),510-528,
Bremer, W. and Kok, K. (2000) The Dutch construction industry: a combination of competition and corporatism, Building Research & Information, 28(2), 98-108
Cacciolatti, L. and Fearne, A. 2013. Marketing intelligence in SMEs: implications for the industry and policy makers. Marketing Intelligence & Planning. 31 (1), 4-26.
Calof, J. (2017), "Canadian competitive intelligence practices – a study of practicing strategic and competitive intelligence professionals’ Canadian members", Foresight, 19(6), 577-589.
Cavallo, A., Sanasi, S., Ghezzi, A. and Rangone, A. (2021), Competitive intelligence and strategy formulation: connecting the dots, Competitiveness Review: An International Business Journal, 31(2), 250-272
Cicmil, S. and Nicholson, A. (1998) "The role of the marketing function in operations of a construction enterprise: misconceptions and paradigms", Management Decision, 36(2), 96-101.
Crane, A. (2005) In the company of spies: When competitive intelligence gathering becomes industrial espionage, Business Horizons, 48, 233-240.
Diamant, L. (1988). Construction estimating for general contractors, Wiley, New York
Dikmen, R., Birgonul, M.T. and Ozcenk, I. (2005) Marketing orientation in construction firms: evidence from Turkish contractors. Building and Environment, 40, 257-265.
Drew, D.S. (2010). Competing in construction auctions: A theoretical perspective
du Toit, A.S. (2013), Comparative study of competitive intelligence practices between two retail banks in Brazil and South Africa J. Intell. Stud. Bus., 3 (2013), 30-39,
Egbunike, C.F. and Okerekeoti, C.U. (2018), "Macroeconomic factors, firm characteristics and financial performance: A study of selected quoted manufacturing firms in Nigeria", Asian Journal of Accounting Research, 3(2),142-168.
Ganah, A., Pye, A. and Walker, C. (2008), Marketing in Construction: Opportunities and Challenges for SMEs. In: COBRA 2008, 4-5 September 2008, Dublin.
Groom, R.J. and David, R.F. (2001), “Competitive intelligence activity among small firms”, Advanced Management Journal, 66(1),12-20.
Hasse, H. and Franco, M. (2011), Information sources for environmental scanning: do industry and firm size matter? Management Decision, 49(10), 1642-1657.
Hattula, J.D., Schmitz, C., Schmidt, M. and Reinecke, S. (2015), Is more always better? An investigation into the relationship between marketing influence and managers' market intelligence dissemination, International Journal of Research in Marketing, 32(2),179-186
He, W., Shen, J., Tian, X., Li, Y., Akula, V., Yan, G. and Tao, R. (2015), "Gaining competitive intelligence from social media data: Evidence from two largest retail chains in the world", Industrial Management & Data Systems, 115(9), 1622-1636
Hedin, H., Hirvensalo, I. and Vaarnas, M. (2014). The Handbook of Market Intelligence Understand, Compete and Grow in Global Markets, 2nd Edition, John Wiley and Sons Ltd, West Sussex, UK.
Helm, R., Krinner, S. and 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
Herring, J.P. (1992), “The role of intelligence in formulating strategy”, Journal of Business Strategy, 13(5), 54-60.
Hillebrandt, P.M. and Cannon, J. (1990), The Modern Construction Firm, Macmillan, London.
Hiyassat, M.A., Alkasagi, F., El-Mashaleh, M. and Sweis, G.J. (2020): Risk allocation in public construction projects: the case of Jordan, International Journal of Construction Management, DOI: 10.1080/15623599.2020.1728605
Hughes, M. and Morgan, R.E. (2007). “Deconstructing the Relationship between Entrepreneurial Orientation and Business Performance at the Embryonic Stage of Firm Growth,” Industrial Marketing Management, 36(),651-661.
Hussey, D. (1998), Sources of information for competitor analysis, Strategic Change,7, 343-356
Jaafar, M., Aziz, A.R.A. and Wai, A.L.S. (2008) Marketing practices of professional engineering consulting firms: Implement or not to implement? Journal of Civil Engineering and Management, 14(3), 199-206.
Jamil, G.L., Santos, L.R.D. and Jamil, C.C. (2018), Improving Competitiveness Through Organizational Market Intelligence, Encyclopedia of Information Science and Technology, Fourth Edition, 961-970
Kirca, H., A., Jayachandran, S. & Bearden, W.O. (2005) Market Orientation: A Meta-Analytic Review and Assessment of Its Antecedents and Impact on Performance, Journal of Marketing, 9, 24–41
Köseoglu, M.A., Morvillo, A., Altin, M. De Martino, M. and Okumus, F. (2019), Competitive intelligence in hospitality and tourism: a perspective article, 75(1), 239-242
Köseoglu, M.A., Ross, G. and Okumus, F. (2015), “Competitive intelligence practices in hotels”, International Journal of Hospitality Management, 53, 161-172
Langford, D. and Male, S. (2001) Strategic Management in Construction, 2nd ed. Blackwell Science Ltd, Oxford
Li, Y.M. and Li, T.Y. (2013). Deriving market intelligence from microblogs, Decision Support Systems, 55, 206-217
Ling, F.Y.Y. and Chan, A.H.M. (2008) Internationalizing quantity surveying services, Engineering, Construction and Architectural Management, 15(5), 440-455
Liu, J., Zhao, X. and Li, Y. (2017), Exploring the Factors Inducing Contractors’ Unethical Behavior: Case of China, Journal of Professional Issues in Engineering Education and Practice, 143(3), 1-10.
Lönnqvist, A. and Pirttimäki, V. (2006), The Measurement of Business Intelligence, Information Systems Management, 23(1), 32-40,
López-Roblesa, J.R., Otegi-Olasoa, J.R., Gómez, I.P. and Cobo, M.J. (2019), 30 years of intelligence models in management and business: A bibliometric review, International Journal of Information Management, 48, 22-38
Lopez-Robles, J.R., Otegi-Olaso, J.R., Porto-Gomez, I, Gamboa-Rosales, H, Gamboa-Rosales, N.K. (2020), Understanding the intellectual structure and evolution of competitive intelligence: a bibliometric analysis from 1984 to 2017 Technol. Anal. Strat. Manag., 32 (2020), pp. 604-619,
Lutz, C.J. and Bodendorf, F. (2020), Analyzing industry stakeholders using open-source competitive intelligence – a case study in the automotive supply industry, Journal of Enterprise Information Management, 33(3). 579-599
Maltz, E. and Kohli, K.A. (1996), Market Intelligence Dissemination across Functional Boundaries, Journal of Marketing Research, 33(1), 47-61.
Mandal, P.C. (1018), Marketing information and marketing intelligence: roles in generating customer insights, Int. J. Business Forecasting and Marketing Intelligence, 4(3), 311-321
Markovich A., Efrat K., Raban D.R. & Souchon A.L. (2019), Competitive intelligence embeddedness: Drivers and performance consequences, European Management Journal, 37, 708-718,
Maungwa, T. and Fourie, I. (2018), Competitive intelligence failures: An information behavior lens to key intelligence and information needs, Aslib Journal of Information Management; 70(4), 367-389
McGonagle J.J.and Vella, C.M. (2012) Proactive Intelligence, The Successful Executive’s Guide to Intelligence, DOI: 10.1007/978-1-4471-2742-0_2,
Mehmet, H.K. (2008) Determinants of Export Marketing Research in Turkish Companies, Journal of Euromarketing, 17:2, 95-107,
Mochtar, K. and Arditi, D. (2001) “Role of marketing intelligence in making pricing policy in construction,” Journal of Management in Engineering, 17(3), 140–148.
Mokhtariani, M., Sebt, M.H. and Davoudpour, H. (2017), Construction Marketing: Developing a Reference Framework, Advances in Civil Engineering, doi.org/10.1155/2017/7548905.
Morgan, R.E. and Morgan, N.A. (1991) An appraisal of the marketing development in engineering consultancy firms, Construction Management and Economics, 9(4), 355-368.
Nasri, W. (2011). Competitive intelligence in Tunisian companies, Journal of Enterprise Information Management, 24(1), 53-67.
Navarro-García, A, Barrera-Barrera, R and Villarejo-Ramos, A.F. (2013). The importance of market intelligence in Spanish firms’ exporting activity, Esic Market Economics and Business Journal, 44(3), 9-31.
Ng, S.T., Chiang, Y.H., Wong, J.M.W. and Lam, P.T.I. (2017). Improving the competitive advantages of construction firms in developed countries, Proceedings of the Institution of Civil Engineers, doi.org/10.1680/jmuen.17.00002
Nicolini, D., Cyril Tomkins, C., Holti, R., Oldman, A. and Smalley, M. (2000), Can Target Costing and Whole Life Costing be Applied in the Construction Industry? Evidence from Two Case Studies, British Journal of Management, 11, 303–324.
Ogbu, P.C. (2018) Survival Practices of indigenous construction firms in Nigeria, International Journal of Construction Management, 18(1), 78-91.
Ojo, G.K. (2011), Effective marketing strategies and the Nigerian construction professionals, African Journal of Marketing Management, 3(12), 303-311
Olsen, M.D., Murthy, B. and Teare, R. (1994), "CEO Perspectives on Scanning the Global Hotel Business Environment", International Journal of Contemporary Hospitality Management, 6(4), 3-9.
Peck, W.F. (1994). Making. the Most of Marketing, Journal of Management in Engineering, 10(6), 17-21.
Peters, E., Subar, K. and Martin, H. (2019) Late Payment and Nonpayment within the Construction Industry: Causes, Effects, and Solutions, Journal of Legal Affairs and Dispute Resolution in Engineering and Construction,11(3): 1-12.
Polat, G. and Umit Donmez, U. (2010), Marketing Management Functions of Construction Companies: Evidence from Turkish Contractors, Journal of Civil Engineering and Management, 16(2), 267–277.
Powell, J.H. and Bradford, J.P. (2000), Targeting intelligence gathering in a dynamic competitive environment, International Journal of Information Management, 20, 181-195
Priporas, C.V., Gatsoris, L. and Zacharis, V. (2005) "Competitive intelligence activity: evidence from Greece", Marketing Intelligence & Planning, 23(7), 659-669
Setiawan, H., Erdogana, B.H. and Ogunlana, O.S. (2015). Competitive aggressiveness of contractors: A study of Indonesia, Procedia Engineering, 125, 68 – 74.
Soh, P.H. (2003), The role of networking alliances in information acquisition and its implications for new product performance, Journal of Business Venturing, 18, 727 – 744.
Søilen, K.S. (2016) A research agenda for intelligence studies in business. Journal of Intelligence Studies in Business, 5(1), 21-36.
Smallowitz, H. (1987). ‘‘Engineering a marketing plan.’’ Civ. Engrg., ASCE, 57(8), 70–72.
Smith, J.R., Wright, R. & Pickton, D. (2010), Competitive Intelligence programmes for SMEs in France: evidence of changing attitudes, Journal of Strategic Marketing,18(7), 523-536,
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