Intelligence generation and superior customer value

  title={Intelligence generation and superior customer value},
  author={Stanley F. Slater and John C. Narver},
  journal={Journal of the Academy of Marketing Science},
It has become conventional wisdom that an organization's ability to continuously generate intelligence about customers' expressed and latent needs, and about how to satisfy those needs, is essential for it to continuously create superior customer value. However, intelligence generation typically has been treated as a generic firm activity. The authors propose that there are four distinct modes of intelligence generation, each of which is part of a welldeveloped intelligence-generation… 

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