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Recapping, intelligence generation strongly affected intelligence dissemination, and intelligence dissemination responsiveness on information gathered.
Following the path, intelligence dissemination shows a positive and significant relation with responsiveness.
For each increase of intelligence dissemination, responsiveness increases by.628 (p < 0.01).
Intelligence generation proves to be a good determinant of intelligence dissemination.
Indeed, assigning greater importance to intelligence generation leads to better intelligence dissemination.
We use Kohli et al. (1993) construct of market orientation comprised by intelligence generation, intelligence dissemination, and responsiveness.
Similar(43)
Market orientation consists of intelligence generation, dissemination and response.
This scale consists of three sub constructs i.e. market intelligence generation, dissemination of market intelligence within the company, and responsiveness to market intelligence.
There, market orientation has been traditionally postulated as a construct consisting of market intelligence generation, dissemination of intelligence, and the response to intelligence (Narver & Slater 1990; Jaworski & Kohli 1993; Dong, Zhang, Hinsch, & Zou 2016).
The confirmation of the first and second hypothesis shows that intelligence generation, dissemination and acting on it is a process that transforms market feedback into valuable action.
Favourable perceptions of managers towards marketing intelligence generation, dissemination, responsiveness, as well as the beliefs and values in marketing practices could elicit top management support of MO and CSR practices.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com