Date of Award
12-13-2018
Degree Type
Dissertation
Degree Name
Doctor of Philosophy (PhD)
Department
Marketing
First Advisor
Wesley J. Johnston
Second Advisor
S. Tamer Cavusgil
Third Advisor
Ajay K. Kohli
Fourth Advisor
Jeffrey Parker
Fifth Advisor
Edward Rigdon
Abstract
While firms’ data are exponentially growing, the level of marketing insight within firms is not. Insight is becoming a buzzword and dissipating its value due to the lack of conceptual understanding. This research develops and tests a marketing insight nomological network to answer how firms can generate marketing insights and what are the consequences of managing marketing insights. The research findings are relevant for the literature because (1) define the term theoretical domain, (2) lead companies to increase their chances to generate marketing insights and (3) establish the activities to improve the positive financial effect of marketing insight generation.
DOI
https://doi.org/10.57709/13399283
Recommended Citation
Mora Cortez, Roberto, "Marketing Insight: The Construct, Antecedents, Implications, and Empirical Testing." Dissertation, Georgia State University, 2018.
doi: https://doi.org/10.57709/13399283