Marketing Insight: The Construct, Antecedents, Implications, and Empirical Testing

While firms’ data are exponentially growing, the level of marketing insight within firms is not. Insight is becoming a buzzword and dissipating its value due to the lack of conceptual understanding. This research develops and tests a marketing insight nomological network to answer how firms can generate marketing insights and what are the consequences of managing marketing insights. The research findings are relevant for the literature because (1) define the term theoretical domain, (2) lead companies to increase their chances to generate marketing insights and (3) establish the activities to improve the positive financial effect of marketing insight generation