Centralization and information acquisition by in-house market research departments

Autor:	Ronald D. Hampton, James M. Sinkula
Rok vydání:	1988
Předmět:	Marketing Structure (mathematical logic) Market research Knowledge management business.industry media_common.quotation_subject Organizational structure Business Information acquisition Affect (psychology) Function (engineering) media_common
Zdroj:	Journal of Business Research. 16:337-349
ISSN:	0148-2963
DOI:	10.1016/0148-2963(88)90066-5
Popis:	Certain types of organizations acquire more information than they use. Research has shown that centralization impedes the use of market research. Yet, no investigation has been done regarding the way information is acquired in centralized organizations. This study concludes that centralization promotes the usage of external vendors for the acquisition of market research information. We suggest that the way information is acquired will affect the way it is used and that intended uses will affect the way information is acquired. Organizational structure is a significant factor in determining information acquisition and usage behavior of the firm. Knowledge of these relationships will help managers to design, structure, and manage the market research function in the organization.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::68bce542eaa90d85044daab6a14835d0 https://doi.org/10.1016/0148-2963(88)90066-5 Zobrazit plný text záznamu