Hearing the Voice of the Market Competitive Advantage Through Creative Use of Market Information

Hearing the Voice of the Market provides a detailed plan that enables managers throughout the organization to make more frequent & better use of market information. The book shows managers how to develop the two capabilities that distinguish the successful, market-oriented firm--competent curiosity, & competent knowledge use. The two are closely linked: inadequate information cannot be used well, & sound information is wasted if it is utilized poorly. Includes experiences & insights of the many managers & researchers cited in the text. Readers will learn how to create an environment in which managers are inquisitive about their markets, are able to satisfy their curiosity with real market information, & can make knowledge-based decisions that lead to success. This book provides guidance on how managers may make better use of market information. It argues that market research on its own is not enough, and that an intelligent system of interpreting and using market research information is required.