Skip to content

Oxton Research Identifier · persistent identifiers and open metadata for scholarly publications

ORI — Oxton Research Identifier Oxton Research Identifier
Menu

ORI record

ORI:10001/2026.0005 Published

MARKET INTELLIGENCE AND STRATEGIC DECISION-MAKING: RELATIONSHIPS WITH DECISION QUALITY, ORGANIZATIONAL RESPONSIVENESS AND COMPETITIVENESS: AN INTEGRATIVE REVIEW

Gabriela Oliveira Lopes1, Karen Ruth Gomes de O. Martinez1, Murilo Aureliano Santana1, Ramon Pablo Oliveira Gallieco1, Rodrigo Moraes B. Canete1, Vinicius Cesar Amaral1, Prof. Me. Eder Freitas1

  1. 1Universidade Paulista

Oxton Science JournalOxton Education

Published
10 Nov 2026
Volume and issue
Vol. 2, n. 1
Pages
72–82
Language
English
Type
Review article
License
CC BY 4.0
Access article View in journal Cite

Abstract

Introduction: in dynamic competitive environments, the growing availability of data does not by itself ensure better strategic decisions. Objective: to examine how market intelligence relates to strategic decision quality, the identification of opportunities and threats, organizational responsiveness and competitiveness. Methods: qualitative, exploratory and descriptive integrative review following the six stages of Whittemore and Knafl (2005), reporting inspired by PRISMA 2020, with content analysis (Bardin, 2011). Results: the corpus comprised 18 studies. The value of market intelligence depends less on the volume of information than on its quality, its circulation across functions and its conversion into action; uncertainty stimulates attention to the external environment; and the relationship with competitiveness is positive, yet indirect and conditioned by analytical capacity and implementation resources. Conclusion: the study proposes an integrative conceptual model and four propositions for future research.

Keywords

Market intelligenceStrategic decision-makingResponsivenessMarket orientationCompetitiveness

Bibliographic metadata

TitleMARKET INTELLIGENCE AND STRATEGIC DECISION-MAKING: RELATIONSHIPS WITH DECISION QUALITY, ORGANIZATIONAL RESPONSIVENESS AND COMPETITIVENESS: AN INTEGRATIVE REVIEW
AuthorsGabriela Oliveira Lopes; Karen Ruth Gomes de O. Martinez; Murilo Aureliano Santana; Ramon Pablo Oliveira Gallieco; Rodrigo Moraes B. Canete; Vinicius Cesar Amaral; Prof. Me. Eder Freitas
Affiliations
  1. Universidade Paulista
JournalOxton Science Journal
Publication date10 Nov 2026
Received30 Oct 2026
Accepted3 Nov 2026
Volume and issueVol. 2, n. 1
Pages72–82
LanguageEnglish
Document typeReview article
PublisherOxton Education
ISSN3086-0881 (online)
Subject areasBusiness; Management; Economics

How to cite

ABNT

LOPES, G. O.; MARTINEZ, K. R. G. O.; SANTANA, M. A.; GALLIECO, R. P. O.; CANETE, R. M. B.; AMARAL, V. C.; FREITAS, P. M. E. MARKET INTELLIGENCE AND STRATEGIC DECISION-MAKING: RELATIONSHIPS WITH DECISION QUALITY, ORGANIZATIONAL RESPONSIVENESS AND COMPETITIVENESS: AN INTEGRATIVE REVIEW. Oxton Science Journal, v. 2, n. 1, p. 72-82, 2026. Available at: https://oriregistry.org/10001/2026.0005.

APA

Lopes, G. O., Martinez, K. R. G. O., Santana, M. A., Gallieco, R. P. O., Canete, R. M. B., Amaral, V. C., & Freitas, P. M. E. (2026). MARKET INTELLIGENCE AND STRATEGIC DECISION-MAKING: RELATIONSHIPS WITH DECISION QUALITY, ORGANIZATIONAL RESPONSIVENESS AND COMPETITIVENESS: AN INTEGRATIVE REVIEW. Oxton Science Journal, 2(1), 72–82. https://oriregistry.org/10001/2026.0005

Vancouver

Lopes GO, Martinez KRGO, Santana MA, Gallieco RPO, Canete RMB, Amaral VC, et al. MARKET INTELLIGENCE AND STRATEGIC DECISION-MAKING: RELATIONSHIPS WITH DECISION QUALITY, ORGANIZATIONAL RESPONSIVENESS AND COMPETITIVENESS: AN INTEGRATIVE REVIEW. OSJ. 2026;2(1):72-82. Available from: https://oriregistry.org/10001/2026.0005

BibTeX

@article{lopes202620260005,
  title = {MARKET INTELLIGENCE AND STRATEGIC DECISION-MAKING: RELATIONSHIPS WITH DECISION QUALITY, ORGANIZATIONAL RESPONSIVENESS AND COMPETITIVENESS: AN INTEGRATIVE REVIEW},
  author = {Lopes, Gabriela Oliveira and Martinez, Karen Ruth Gomes de O. and Santana, Murilo Aureliano and Gallieco, Ramon Pablo Oliveira and Canete, Rodrigo Moraes B. and Amaral, Vinicius Cesar and Freitas, Prof. Me. Eder},
  journal = {Oxton Science Journal},
  year = {2026},
  volume = {2},
  number = {1},
  pages = {72--82},
  issn = {3086-0881},
  url = {https://oriregistry.org/10001/2026.0005},
  note = {ORI: ORI:10001/2026.0005}
}

References

View 30 references
  1. Aquino, D. M. K., & Cechett, R. A. (2021). Decisão de compra do consumidor na ótica do neuromarketing e na era da conectividade contínua [Consumer purchase decision from the neuromarketing perspective and in the era of continuous connectivity]. Revista Perspectiva, 45(170), 29–40.
  2. Bardin, L. (2011). Análise de conteúdo [Content analysis]. Edições 70.
  3. Brasil. Conselho Nacional de Saúde. (2016). Resolução nº 510, de 7 de abril de 2016: Dispõe sobre as normas aplicáveis a pesquisas em Ciências Humanas e Sociais [Resolution No. 510 of April 7, 2016: Provides for the rules applicable to research in the Humanities and Social Sciences]. Diário Oficial da União, May 24, 2016.
  4. Castro, J. M., & Abreu, P. G. F. (2006). Influência da inteligência competitiva em processos decisórios no ciclo de vida das organizações [Influence of competitive intelligence on decision-making processes across the life cycle of organizations]. Ciência da Informação, 35(3), 15–29.
  5. Choo, C. W. (2006). A organização do conhecimento: como as organizações usam a informação para criar significado, construir conhecimento e tomar decisões (2nd ed.) [The knowing organization: How organizations use information to create meaning, build knowledge and make decisions]. Editora Senac São Paulo.
  6. Churchill, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73. https://doi.org/10.1177/002224377901600110
  7. Cohen, W. M., & Levinthal, D. A. (1990). Absorptive capacity: A new perspective on learning and innovation. Administrative Science Quarterly, 35(1), 128–152. https://doi.org/10.2307/2393553
  8. Daft, R. L., & Weick, K. E. (1984). Toward a model of organizations as interpretation systems. Academy of Management Review, 9(2), 284–295. https://doi.org/10.5465/amr.1984.4277657
  9. Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37–52. https://doi.org/10.1177/002224299405800404
  10. Dess, G. G., & Beard, D. W. (1984). Dimensions of organizational task environments. Administrative Science Quarterly, 29(1), 52–73. https://doi.org/10.2307/2393080
  11. Gil, A. C. (2008). Métodos e técnicas de pesquisa social (6th ed.) [Social research methods and techniques]. Atlas.
  12. Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57(3), 53–70. https://doi.org/10.1177/002224299305700304
  13. Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24–41. https://doi.org/10.1509/jmkg.69.2.24.60761
  14. Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1–18. https://doi.org/10.1177/002224299005400201
  15. Landis, J. R., & Koch, G. G. (1977). The measurement of observer agreement for categorical data. Biometrics, 33(1), 159–174. https://doi.org/10.2307/2529310
  16. Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. Sage.
  17. Malhotra, N. K. (2012). Pesquisa de marketing: uma orientação aplicada (6th ed.) [Marketing research: An applied orientation]. Bookman.
  18. Mendonça, T. C., & Varvakis, G. (2018). Análise do uso da informação para tomada de decisão gerencial em gestão de pessoas: estudo de caso em uma instituição bancária [Analysis of the use of information for managerial decision-making in people management: A case study at a banking institution]. Perspectivas em Ciência da Informação, 23(1), 104–119.
  19. Moorman, C. (1995). Organizational market information processes: Cultural antecedents and new product outcomes. Journal of Marketing Research, 32(3), 318–335. https://doi.org/10.1177/002224379503200303
  20. Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20–35. https://doi.org/10.1177/002224299005400403
  21. Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., ... Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71
  22. Piveta, M. N., Trindade, N. R., Scherer, F. L., Soares, S. S., & Lopes, L. F. D. (2025). Efeitos mediadores da orientação para o mercado na relação entre incerteza ambiental de mercado e capacidade adaptativa [Mediating effects of market orientation on the relationship between market environmental uncertainty and adaptive capacity]. Revista de Administração de Empresas, 65(6), e2024-0372. https://doi.org/10.1590/S0034-759020250611
  23. Silva, E., Bassetto, C. L., Ottonicar, S. L. C., & Yafushi, C. A. P. (2016). O processo de inteligência competitiva e sua relação com indicadores de inovação e competência em informação [The competitive intelligence process and its relationship with innovation indicators and information literacy]. Perspectivas em Gestão & Conhecimento, 6(special issue), 240–252.
  24. Silva, P. N., & Muylder, C. F. (2015). Inteligência competitiva e cooperação na percepção dos atores do arranjo produtivo local de software da Região Metropolitana de Belo Horizonte [Competitive intelligence and cooperation in the perception of actors in the local software cluster of the Metropolitan Region of Belo Horizonte]. Perspectivas em Ciência da Informação, 20(2), 134–157.
  25. Sousa, A. J. F. P., & Amaral, S. A. (2011). Qualidade da informação e intuição na tomada de decisão organizacional [Information quality and intuition in organizational decision-making]. Perspectivas em Ciência da Informação, 16(1), 133–146.
  26. Souza, M. T., Silva, M. D., & Carvalho, R. (2010). Revisão integrativa: o que é e como fazer [Integrative review: What it is and how to do it]. Einstein, 8(1), 102–106. https://doi.org/10.1590/s1679-45082010rw1134
  27. Stern, C., Jordan, Z., & McArthur, A. (2014). Developing the review question and inclusion criteria. American Journal of Nursing, 114(4), 53–56. https://doi.org/10.1097/01.NAJ.0000445689.67800.86
  28. Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533. https://doi.org/10.1002/(SICI)1097-0266(199708)18:73.0.CO;2-Z
  29. Torraco, R. J. (2005). Writing integrative literature reviews: Guidelines and examples. Human Resource Development Review, 4(3), 356–367. https://doi.org/10.1177/1534484305278283
  30. Whittemore, R., & Knafl, K. (2005). The integrative review: Updated methodology. Journal of Advanced Nursing, 52(5), 546–553. https://doi.org/10.1111/j.1365-2648.2005.03621.x

Record history

  1. Record created 8 Nov 2026, 13:38
  2. Status changed 8 Nov 2026, 13:38 draft → reserved
  3. Metadata updated 9 Nov 2026, 01:32 Fields: article url
  4. Metadata updated 9 Nov 2026, 16:33 Fields: volume, issue, first page, last page
  5. Metadata updated 9 Nov 2026, 16:38 Fields: published date, fulltext url
  6. Status changed 9 Nov 2026, 16:38 reserved → published

I am an author of this publication — link it to your ORI researcher profile