The Role of Organizational Culture and Process-Structure in Marketing Intelligence: Perspective of IT Professionals

The presented study seeks to explore the factors impacting MI of select consumer durable organizations and to know the strength of their relationship. The intention is the development of a scale and to find the role of organizational culture and process-structure in generating MI. Survey method is used to collect the responses of IT professionals of select consumer durable companies. Data from IT professionals of consumer durable companies from Northern region of India has been collected. The principles of reliability, validity, sensitivity in the design of scale and linear regression technique have been applied to know the strength of the relationship between organizational culture and process-structure on MI. This study advances the understanding of intelligence generation in an organization that is further used in marketing applications by investigating relationships among elements of intelligence.