Market Intelligence Utilization by Small Food Companies: An Application of the Grounded Theory Method in Exploratory Research
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Insights into how small agribusinesses acquire, process, and use market intelligence are critical to improving their
marketing competencies and to understanding practices that lead to better business performance. However, the current
body of literature is limited in this topic. We apply the exploratory research method of grounded theory to better
understand how small- to medium-sized food companies fi nd and utilize information in their decision-making process.
We develop a taxonomy of information types sought and provide insight into how and when these fi rms utilize this
information. In addition, we develop a conceptual model that demonstrates different relationships between information,
knowledge, and actions.