Integrated market-related internal communication: development of the construct
University of Almeria
A major concern for firms is how to take advantage of the market information they collect. In reaching this purpose, the role of individual employees is essential since they are the recipients of this knowledge and the cornerstone for generating a profitable response to market conditions. Clearly, the mere acquisition of market information does not ensure that employees recognise new opportunities in markets and transform market information into marketable concepts, but it also depends on the firm’s capability to disseminate this information effectively. Indeed, market intelligence dissemination is conceived as an integral component of a market orientation (Kohli & Jaworski 1990).