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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. Universidade Paulista
Received
Oct 30, 2026
Accepted
Nov 3, 2026
Published
Nov 10, 2026
Issue
Vol. 2, No. 1 (2026), p. 72-82
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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.

KeywordsMarket intelligenceStrategic decision-makingResponsivenessMarket orientationCompetitiveness
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Article information

Section
Review Articles
History
Received Oct 30, 2026 · accepted Nov 3, 2026 · published Nov 10, 2026 (10 days from submission to publication)
Copyright
© 2026 Gabriela 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
License
CC BY 4.0

About the authors

Prof. Me. Eder Freitas — Master in Administration from the University of the Amazon - UNAMA