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The Handbook of Market Intelligence: Understand, Compete and Grow in Global Markets, 2nd Edition by Hans Hedin, Irmeli Hirvensalo, Markko Vaarnas

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Chapter 9Intelligence Culture – Engaging the Organization in Market Intelligence

INTRODUCTION: BUSINESS IMPACT THROUGH AN INTELLIGENCE CULTURE

In the long run, “intelligence culture” is the force that keeps the entire intelligence program together, and by the very definition of “culture”, it is born and nurtured inside the organization. Perhaps the most important element in gradually generating an intelligence culture in any organization is senior management’s voiced support for the activity. Other important building blocks are demonstrated benefits of the activity, and successful internal ...

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