aDepartment of Marketing, Southern Connecticut State University, New Haven, CT 06515, United States
bDepartment of Marketing, Branding and Tourism, School of Business, Middlesex University, London, UK
Every business acquires capabilities that enable it to carry out the activities required to successfully move its products or services through the value chain. Some capabilities will be adequate, and others will be poor, but a few must be superior if the business is to outperform the competition.
Market sensing is one such capability. It is essentially the capability of the organization to sense changes in its market, as well as to forecast ...