The pathway to marketplace insight: structuring the analysis context
ISSN: 1087-8572
Article publication date: 12 August 2021
Issue publication date: 31 August 2021
Abstract
Purpose
By clearly mapping the pathway for managing the early stages of any marketplace analysis project, its definition, scope, framing, focus, perspective, context, imagination and data choices – the odds of generating important strategic insight can be greatly increased for executives as well as analysis teams.
Design/methodology/approach
A marketing analysis team should pay specific attention to how it organizes the analysis context’a process called “Structuring”.
Findings
A working definition of insight: new marketplace understanding that makes a difference to the organization’s thinking, decision making and action.
Practical/implications
10; Nothing constricts the insight structuring process as much as lack of imagination!
Originality/value
The choice of analysis scope, framing, focus, perspective or methods is a critical part of the marketplace analysis structuring process that increases the possibility of distinctly different strategic inferences emerging. The article is a much needed guide to mastering strategic insight for executives and marketplace analysts.
Citation
Fahey, L. (2021), "The pathway to marketplace insight: structuring the analysis context", Strategy & Leadership, Vol. 49 No. 3, pp. 18-25. https://doi.org/10.1108/SL-04-2021-0043
Publisher
:Emerald Publishing Limited
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