An investigation of marketing intelligence as a strategy to enhance competitiveness in the apparel industry: The case study of two apparel companies in post - Soviet Georgia

Abstract

Growing competition forces companies to develop models to continuously scan for information as a sole way to develop a competitive edge over rivals. In this context, the presence of an effective marketing intelligence model has turned into an imperative driver of competitiveness. The existing marketing intelligence model seems to operate effectively in developed countries. However, it fails to function effectively in developing countries such as Georgia. Marketing intelligence, as an input to marketing information system, greatly assists in effective marketing decision making (Kotler, 2006). Association between marketing intelligence and competitiveness has been a subject of consideration among scholars (Cavusgil et al. 1993; Lewis, 2006; Lui, 2010; Beard, 2012). However, the relationship between marketing intelligence and competitiveness has not been the focus of an empirical study in the apparel industry of post-Soviet Georgia. The present research aims to fill the gap by observing the relationship between them and investigating marketing intelligence as a strategy to enhance the competitiveness of the apparel industry in post-Soviet Georgia. The findings of this research resulted in an empirically validated model of best practice which integrates the strategic application of marketing intelligence to enhance the competitiveness of Georgia’s apparel industry. The comparative case study resulted in a model that can eliminate the existing information loss in the current model and facilitates the alteration of behaviour that will lead to improvements in industrial practice and enhanced responsiveness to global apparel market needs. The interpretivist approach enabled the researcher to look deeper into the phenomenon, which is composed of human behaviour, knowledge and attitudes. Semi-structured interview data aided in understanding the phenomenon from the participants’ viewpoint; the interviews were complemented by related reports to validate the interview data. As a result of the study, recommendations have been made to industry members, the apparel and footwear association, and the Government. The research coincides with the Government's effort to foster the development of the apparel industry, so it can significantly influence the advancement of the industry and industrial competitive practice.